Brand redesign for the new owners of Tartan Coffee House on Dundee's Perth Road.
When the café came under new management the new owners were very conscious of the direction they wanted to take their brand. They were keen to create a welcoming and relaxing environment; somewhere their customers would enjoy visiting and want to linger in, and ultimately, return again and again. And being on the doorstep of the University they had an instant market to tap into.
We developed a custom illustration that would sit at the core of brand identity, from which the brand components could easily permeate from. The beautifully illustrated thistle in a tea cup coupled with the cool colour palette complemented the café's atmosphere without holding itself too close to the tartan connection — albeit still proud of this Scottish heritage but executed in a subtle and contemporary manner. Ultimately the less obvious approach works without being cliché.