01 // CONCEPT INPUT
A deliberately rough fictional baseline used to demonstrate how generic imagery and weak hierarchy undermine premium pricing.
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ConceptConcept sprint // KZN North Coast
Coastal Cafe
Brand Makeover Concept
Designed to show how a premium coastal brand system can lift a local venue past a homemade look.
Coastal Cafe brand workshop: wave mark, menu, cup, and social tiles assembled on a tidal workbench
The challenge
The cost of inaction.
A cafe with great food can still look homemade online — generic imagery, no brand system, and menus that undercut premium pricing.
Without a sharper shop window, the venue keeps competing on price instead of perceived quality.
The response
How I solved it.
Build a bold, clean brand system that proves the venue is the best spot in town — wave mark, menu, palette, and social templates that travel together.
A concept brand kit: logo, colour system, menu layout, and social templates ready to take live.
Storyboard
The work.
02 // BASELINE EXERCISE
A deliberately weak fictional wordmark used to test the redesign — poor hierarchy, clip-art energy, and no signage readiness.
View frame03 // PROPOSED LOGO
The proposed SVG wordmark uses a custom wave arc to feel premium, coastal, and ready for signage, merch, and digital.
View frame04 // PROPOSED MENU
A dark coastal palette and elegant serif typography. Every section breathes so items justify their price.
View frame05 // BRAND SYSTEM
A five-colour palette and two-font system. Signage, packaging, and social stay consistent without guessing.
View frameDeliverables
- Logo & brand style
- Digital menu concept
- Colour + type system
- Social post templates
Designed to demonstrate
01
Concept pack that justifies premium pricing through polish
02
Reusable social templates that keep the look consistent
03
Menu layout that makes every item feel worth ordering
Why this concept
Matching the outside quality to the inside quality is how a local venue stops competing only on price.
If you look like an expert, people are happier to pay expert prices.
Design ToolsSocial TemplatesBrand Systems