Client Elena Williams approached me to design an identity for her new café in Newport, KY. A native of Germany, Elena explained that the restaurant and coffee shop should feel like Gemuedlichkeit. I said, “How’s that again?” And she said “German coziness”— people will come and drink cappuccino and eat cakes and pastries and fresh meats and cheeses and salads, and relax and feel comfortable and happy. Lovely!
While the shop was being renovated, we set out to make a logo. The clients had already selected a typeface (above left), but I suggested we explore some alternate designs as well. The original lettering had some legibility issues and, well, some attractiveness issues. BUT it was a great start and helped me see that they were going for a charming script, so I presented some options. And we had a winner.
I applied the logo to business cards, stickers to decorate take-out packaging, gift certificates, storefront signage, and a cost-effective (i.e. free) website template customized to match the new branding. Once the menus were designed and the remodel was complete, Katharina’s Café-Konditorei was up and running and doing a brisk business.
A German lesson for the day: Konditorei is the German word for a bakery specializing in pastries and sweets.
