JUJU CAFE
Branding | Logo, color theme and visual design
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Design Brief
Juju Cafe is a new board game café launching in downtown Toronto, designed to be a welcoming space primarily for kids and families rather than adults. I was the sole designer responsible for creating the entire brand identity including logo, color theme, and visual assets.
draft idea
final output
Logo Design
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At the start, with limited info about the target audience and menu, I explored multiple logo concepts using the word "juju." The final logo features a playful custom font I hand-drew, where the letter "U" is shaped like a cute rabbit inspired by an "Alice in Wonderland" vibe. This whimsical touch adds charm and aligns with the family-friendly, playful spirit of the café.
Wall Illustration Decoration​
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While the client provided a specific color palette, I incorporated their colors into a series of wall illustrations featuring the rabbit from the logo. Using Adobe Illustrator, I created vector artwork arranged like a playful map, reinforcing the board game theme and adding a fun, immersive atmosphere to the café space.
Character Design
Props Design
Visual Design​
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Targeting kids and families, the client requested characters and props for versatile use across products and designs. I based the character set on the logo’s rabbit, maintaining a consistent playful vibe, and designed matching props to create a cohesive, friendly brand world.
Digital Menu Design​
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I created two digital menus for Juju Cafe: a pink-themed drink menu and a blue-themed food menu, reflecting the brand’s main colors. The menus feature the custom characters and props I designed to maintain a cohesive and playful brand experience.
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Print Production Template
For this fast-paced café, I designed simple, quick-to-update promotional templates using the client’s chosen blue color and hand-drawn illustrations, ensuring easy and consistent print production.
Menu Design
Print Menu Design
Template Design
Outcome​
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The branding and visual system effectively capture Juju Cafe’s playful, family-friendly spirit. The custom logo, characters, and cohesive design elements create a memorable identity that resonates with kids and parents alike. The simple, flexible templates support the café’s fast-paced environment, setting Juju Cafe up for a successful launch in downtown Toronto.