Coffee + Kids
A playful identity for Amsterdam-based non-traditional coffee shop + Buitenschoolse Opvang (out-of-school care).
Services
Brand Strategy
Digital
Identity
Print
Introduction
Coffee + Kids, an artisan coffee shop-come-innovative creative space for kids, needed an exciting and dynamic identity for its opening in Amsterdam. They offer an exceptional array of play materials, curated workshops, and play spaces for children, while parents can enjoy great coffee amongst a great community of people.
The Brief
Our task was to create a visual language for Coffee + Kids that is as energetic, innovative, and inclusive as they are. It needed to be fun yet structured, for parents and children alike, and it had to shout loud to be recognisable in the vibrant Amsterdam landscape.
The identity had to represent a current and appealing lifestyle brand for today’s parents, but be robust enough to be forward-thinking and retain longevity for the future.
In addition to a fresh, playful aesthetic, Coffee + Kids needed to have an equally strong presence both spatially and digitally. We had to create a seamless transition between the two. The digital presence needed to allow for easy online booking, and the physical space needed to be beautiful and inviting for parents and children.
The Output
We crafted an identity that revolves around the bold, custom wordmark, made up of a square and a coffee bean oval shape. The wordmark characters generate a structural grid allowing flexibility and dynamism across the brand assets.
An unapologetically punchy colour palette adds vibrance and playfulness, and the cute happy face iconography conveys a sense of softness and community, whilst being a fun additional asset to intertwine with the word mark characters. The combined structural use of the wordmark characters and icons references the building blocks of play, whilst evoking the sense of togetherness and community that Coffee + Kids creates.
The visual identity has been implemented into the physical Coffee + Kids space and beyond. We gave the brand a strong digital presence with the creation of a desktop and mobile site, and social media assets. Cohesion is key; we ensured that the journey for parents to find, book, and use the Coffee + Kids space was as fuss-free and fun as possible.
