NOOK TINY CAFE
& MARKET

BRAND IDENTITY
STRATEGY
COLLATERAL

Logo of a tiny cafe and market named 'nook' with the words 'tiny cafe & market' below it.

STRATEGY

Nook Tiny Cafe & Market required a brand identity that was as warm and approachable as its community-focused mission. As a new gathering spot for locals, this cafe, market, and wine bar needed a strategy that would soften its upscale offerings with a friendly, inviting presence. Our goal was to create a visual language that felt both elevated and effortlessly welcoming, bridging the gap between high-quality products and the tight-knit spirit of Charleston. Inspired by the relationships and communal feel of a small town, the brand was built to be a communal hub. We achieved this through a vibrant, yet grounded, color palette, a mix of playful and classic typography, and charming, hand-painted illustrations. The result is a brand that feels both nostalgic and fresh, positioning Nook as the heart of its neighborhood: a place where people can gather, connect, and feel right at home.

RESULTS

The final brand system for Nook Tiny Cafe & Market delivers a friendly yet refined visual language that perfectly balances the cafe's high-end offerings with its welcoming atmosphere. The color palett, a playful twist on Italian cafe tradition, marries a classic Italian green with a grounding cream, a soothing sage, and an energetic robin’s egg blue, creating an inviting and refreshing feel. Typography strikes a balance between vintage charm and modern sophistication, with rounded, almost retro headlines pairing with a clean, classic sans-serif. This duality is carried throughout the brand, from the charming, paint-brushed illustrations to the vintage-inspired type lockups. Every element, from signage to digital touchpoints, reinforces Nook's identity as a cozy, communal space where the quality of an upscale establishment meets the comfort of a local hangout.

Close-up of a white plate with the word 'nook' printed on the rim, with part of a wooden chair and a black surface in the background.
Flyer or poster for a neighborhood cafe called Nook, emphasizing its small, community-focused atmosphere, with information about the cafe's offerings and Instagram handle @nooktinycafe.
Close-up of a cup of frothy coffee with bubbles on the surface, featuring overlay text that reads 'nook' and 'where the space is tight and the community is tighter', along with minimalist illustrations of a wine glass and a bottle.
Storefront entrance with glass double doors, potted plants in wooden barrels, a hanging lantern, and signs displaying the store name 'nook'.
Minimalist card with text about cozy vibes, croissants, coffee, charcuterie, and questions about getting another bottle of wine.
A person wearing a white chef's coat with embroidery that reads 'Nook n Cafe' on the chest pocket, adjusting a white cloth or apron.
Person handing over a paper bag from Nook Cafe with the phrase "A Small Neighborhood Destination" printed on it.
A glass bowl filled with small folded paper notes on a wooden table, with several empty wine glasses beneath.
A dining table set with a glass of red wine, a book titled 'nook,' a light blue cap with the text 'SHOULD WE GET ANOTHER BOTTLE?,' a bread roll on a small plate, and a white empty plate.
Reflective glass window with the words "Cozy Vibes - Expertly curated by Nook" displayed, wooden accents, warm lighting, and interior decor visible inside.
Logo of Nook Cafe with a large lowercase 'n' in the center, black background, and 'NOOK' at the top and 'CAFE' at the bottom in white text.
Person's hands placing a card labeled 'Nook Cafe' into a wine bucket filled with chickpeas. A card with words 'Charcuterie and 'Should we get another bottle?' is also in the bucket. A wine glass with a drink is visible in the background.
A table setting with a black bowl holding a receipt and a business card from Nook Tiny Cafe & Market. Two glasses of white wine are also visible on the white tablecloth.
Two iced coffee drinks in clear plastic cups with the word 'nook' printed on them, topped with ice cubes, on a gray surface with a blue border and line drawings of leaves and citrus slices.
A person holding two brown paper coffee cups labeled 'Nook Cafe' in an oval outline, against a beige or off-white background.
Sign with the text 'Nook Cafe' in white on a black background, surrounded by an oval white border.
Close-up of a green apron with the words 'NOOK CAFE' and a lowercase 'n' printed on it, worn by a person dressed in a white shirt.
A man in a brown jacket looking at a wine rack filled with bottles in a cozy setting.

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