Contact me about a role

Healthy

Café Chain

«Greens&Beans»

  • Role: Brand / Visual Designer.
  • Scope: logo system, brand elements (type, palette, pattern), branded touchpoints, and a full guideline/brand book. 
Challenge.

Build one cohesive identity with clear usage rules, so the brand looks consistent across both print and digital — from menus and packaging to signage, certificates, and social visuals.

Concept“Pea” as the core brand metaphor.
The key idea is the pea: simple, honest, and naturally tied to healthy food.
It becomes a recognizable visual anchor that communicates green & wholesome fast — no extra explanation needed.

In the system, this expands into pod/pea graphics for key visuals and content, scaling smoothly across packaging, menu layouts, and digital assets. 

Solution & System
  • Logo as a flexible system
Multiple working versions, including compact/avatar formats for small sizes.
  • Error-proof brand rules
Contrast logic for light/dark backgrounds, clear-space requirements, and distortion limits to protect logo integrity.
  • Recognition through type + color
Headline font: Oddival Semibold; body: Axiforma (Regular/Medium/Semibold).
Palette prepared for RGB / HEX / CMYK / RAL for consistent output across screens and print.
  • Scalable pattern layer

A seamless pattern built from brand elements to unify merch, packaging, and communication materials.

Deliverables.
  • Brand book / guideline
  • Typography system (Oddival + Axiforma)
  • Full color specs (RGB/HEX/CMYK/RAL)
  • Signature pattern
  • Branded assets: apron, menu, kraft bags, cups, postcards, certificates
  • Signage concepts: horizontal indoor + round outdoor
  • Digital icon set for posts/banners (print-safe) 
Business Value.
  • Stronger memorability via a clear healthy-food symbol
  • One visual system across all touchpoints (less inconsistency)
  • Faster production using reusable pattern/icon/type building blocks
  • Fewer print/digital mistakes due to clear technical rules
See More Projects
Fitness Club
«5 Yards»
View project
Coffee Shop
«Coconut»
View project
Management Company
«VIAM TAU»
View project