Telegraphe Cafe: A Unique Blend of Design and Coffee Culture

Chung Hui Pao's Award-Winning Brand Identity for a Boutique Coffee Shop

Chung Hui Pao's design for Telegraphe Cafe is a masterclass in brand identity. The designer drew inspiration from the simplicity of the cafe and the interactions that occur within its space. These elements led to the creation of a unique typography and the use of brackets in the design.

Telegraphe Cafe stands out in the crowded New York City coffee scene with its unique identity. The design concept reflects the cafe's simplicity through the use of typography and specific symbols. The aim was to create an atmosphere that encourages interaction and brings people closer during their coffee time. This was achieved by incorporating dialogues that customers might experience in the cafe into the design elements.

The design process began with on-site research and conceptualization of ideas. The logo was first drafted by hand, and the design process continued with the exploration of variations and spacing using software. A significant amount of time was spent on the relationship among letters, brackets, and negative space to achieve a balanced and poetic vibe for the brand.

The brand identity was then applied to stationery and relevant collaterals with a coordinated color palette and scaling. The result is a series of collateral that includes a business card, letterhead, envelope, coaster/memo sheets, menu, lunch bag, coffee bean packaging, and food & beverage packaging.

The main challenge of the project was to transform the abstract and personal observations into a visual experience. The goal was to create a solid brand identity full of character that resonates with its target audience. The final design is an elegant simplicity and minimal concept represented on relevant packaging and collateral design with neutral colors.

The Telegraphe Cafe's brand identity is a testament to Chung Hui Pao's ability to create a design that is not only visually appealing but also reflects the essence of the brand. The design has been recognized with a Silver A' Design Award, a testament to its creativity, professional excellence, and innovation.