The Feeling Behind the Café
Shobrew is a Cafe Concept inspired by the Wholehearted energy of a child named Shobit who doesn’t understand worldly stress and loves to cook, his greatest joy
is filling plates and hearts.
Beyond developing the visual identity, I focused on the making it feel like an escape from the worldly sorrows and so every design decision reflects fullness. Full stomachs, full laughter, and a space that makes you feel lighter the moment you walk in.
Role
Year
Category
Duration
Scope of Work
Brand Designer
2025
Food & Beverage
2 Weeks
Brand Strategy
Visual Identity
Illustration System
(01)
Project
Overview
(Hower Around)
Standing Apart
in an Ocean of Coffee
To match Shobrew's business ambitions, the branding too, needed to be effective and disruptive in this space. This would need a simplicity of thought that could be easily communicated. A distinctive yet flexible brand world that could be translated to a plethora of use cases and an inviting vibe that appealed to people across demographics.
Solving for
• Memorable Brand Personality
• Scalable Identity
• Visual Distinctiveness
• Emotional Differentiation
(02)
Project Challenge
& Strategy
An Idea Worth Rallying Around
A Peek Inside the Identity!
With the Identity unfolding, a playful custom logotype sets the tone, supported by expressive illustrations that reflect the brand’s youthful spirit.
Across mockups and animated moments, the system starts to live in real contexts.
Together, these elements reveal the character and energy of Shobrew.
What I worked on.
• Wordmark Development
• Illustration Style Direction
• Brand Motion Exploration
• Application Mockups
(03)
Unfolding
Identity
• Final logo •
Looking Beneath the Surface.
Shobrew’s visual identity translates its philosophy of fullness into a cohesive,
expressive brand world. From a vibrant color palette and playful typography to real-world mockups, every element is designed to evoke warmth, abundance, and joy. I also defined clear space rules for scalability, and established a distinct voice and tone. Together, these elements feel expressive across every touchpint.
What I worked on.
• Typography Selection & Pairing
• Color Strategy Development
• Brand Personality Definition
• Clear Space & Usage Guidelines
• Extended Mockups
(04)
Identity
Structure
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
• KALCERON •
• MONTSERRAT •
Aa Bb Cc Dd Ee Ff Gg Hh
Ii Jj Kk Ll Mm Nn Oo Pp Qq
Rr Ss Tt Uu Vv Ww Xx Yy Zz
A deep indigo blue defines the identity, balanced with black and white for clarity. The blue stands apart in a brown dominated café market while conveying trust and warmth, with black adding strength and white creating breathing space.
#2E3192
#FFFFFF
#000000
Deep Violet acts as a secondary tone (used around 30%) to add visual versatility when the primary color isn’t applied. Cool Grey and Soft Lavender function as neutral background tones, providing subtle contrast and balance.
#6A2365
#CCC4E0
#DDDDDD
Primary
Colour Palette
Secondary
Colour Palette
Bright Pink serves as an accent color (around 10% usage), used sparingly to add energy and highlight key moments without overpowering the primary palette.
#EF3282
Accent
Colour
A structured yet lively palette ensures consistency across illustrations.
Balanced tints and shades add depth while keeping visuals fresh and cohesive.
Illustration
System Colours
