Uptown is a brand of coffee houses and cafes that required an updated modern and stylish brand design. The main theme of the project revolves around coffee and everything that is related - colors, forms, and signs that are intuitively associated with it.
The color palette also revolves around that idea and resembles different coffe sorts, such as Flat White, Espresso and Latte. There are three main colors: mostly black red, strong orange, very soft orange. Each of them represents some part of the brand and can be used in different situations to highlight such items as: menu, flyer, brochure ,billboard or any other kind of advertising.
The logo design uses minimalist hand drawn image of an old fashioned coffee cup with a custom brand name lettering which resembles the primary font of the project.
The business card design is created around wood and coffee grain textures that should make the card recognizable and memorable. The typography uses a neat and clean font with implementation of main colors.
Overall the logo and branding turned out to be quite flexible in terms of adaptability, can be used in application UI design, on the website or in the social media and are a suitable representation of the company brand.