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Building a restaurant identity around elegance, presence, and human connection.
La Belle Étoile was created as a refined hospitality brand for central London, built to express atmosphere, attract the right audience, and turn a new restaurant into a place people would want to enter, remember, and return to.
[ Brand Strategy, Visual Identity, Illustration System, Packaging Design ]
FiveFold.
Friendly visual identity for a coffee brand
Challenges
Making the brand feel local and memorable
Building a system for many small touchpoints
Balancing simplicity and personality
Creating emotional connection through design
Ideas
Coffee as a daily human ritual
Illustrations as brand personality
A flexible system of small assets
Merch and packaging as memory points
Results
A warmer and more recognizable coffee brand
Stronger customer-facing touchpoints
A more human visual language
FiveFold was a branding project for a coffee shop that needed a warm, recognizable, and flexible visual identity. The goal was to create a brand system that could live naturally across the small but important touchpoints of café culture: cups, bags, stickers, signage, merchandise, print materials, and digital communication.
The identity was built around the idea of coffee as a daily ritual of connection. Simple illustrations, friendly characters, hand gestures, and flexible graphic elements became the emotional layer of the brand. They helped FiveFold speak in a more personal way, turning ordinary café materials into small moments of recognition.
The identity was built around the idea of coffee as a daily ritual of connection. Simple illustrations, friendly characters, hand gestures, and flexible graphic elements became the emotional layer of the brand. They helped FiveFold speak in a more personal way, turning ordinary café materials into small moments of recognition.
Key Ideas:
Coffee as a daily ritual
Illustrations as a friendly brand voice
A flexible system for café materials
Merch and packaging as brand carriers
A local coffee brand with human character
October 2025
Illustration made the brand feel more human
Instead of relying only on typography and a logo, FiveFold uses simple illustrated characters and gestures to create warmth. This gave the brand a more personal tone — the feeling that there are real people behind the coffee, the space, and the daily experience.
Have a project that needs design?
We help founders and teams translate ideas, atmosphere, and business goals into design systems that can shape perception, build trust, and support growth.
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La Belle Etoile.
Restaurant rebranding
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