IDENTITY FOR YELLOW BERNARD: A SMALL INNER-CITY CAFE

12.04.2011 | by Darryn | view comments

From the moment we met David and Scott, it was obvious they loved fine coffee. Quality coffee is not just their business, it’s their passion, their hobby—dare I say, their mistress. So when they asked us to brand their new café, it wasn’t hard to uncover passion and perfectionism as the primary design cues.

They were after a clean, classic look. However, their name was unconventional and playful, so we suggested adding an element of playfulness to the branding.

At first we drafted numerous concepts ranging from a coat of arms illustrating pride and passion for coffee, to Eros, the god of love characterising the sensuality of experiencing fine coffee.

After several iterations a scripted version of their name was chosen. The hand-scripted “yellow” represents passion and playfulness, while the classic serif font for “Bernard” speaks of precision and quality. These two scripts also represent elements of the guys two traits—one cautious and detailed, the other, spontaneous and playful.

As well as logo, signage, and print materials, the yellow bernard guys were keen for a web presence. We suggested a clean one-page profile site would do the trick. So that’s what we made them, a single page site that achieved their needs without blowing the budget. You can check it out at yellowbernard.com.

We can honestly say their coffee is superb. We know firsthand, we’ve savored their brew many times already. In fact we love their coffee so much we’ve asked them to set up shop in Sydney, conveniently just down the road from our Crows Nest office. Their reply, “Give us 6 months!”

Yellow Bernard is now open. You’ll find them at 109 Collins Street, Hobart.