All Is Well

Brand Identity, Print & Packaging, Photography & Social Media Art Direction

All Is Well Cafe, a newly opened coffee shop in Toronto, Canada, sought a brand identity that better reflected its eclectic, urban energy and interior aesthetic. Collaborating closely with co-owner Evans, a tattoo artist who provided an initial script wordmark sketch and vintage-inspired heart mascot concept, I refined and unified these contrasting elements into a cohesive, flexible brand system designed to evolve with the cafe over time.

The final identity includes multiple logo variations for different applications, a simplified all-caps sans-serif to balance the expressive calligraphic and retro elements, and the foundation for an adaptable mascot library that can shift across seasons, campaigns, and future themes. Supporting materials, including posters, branded merchandise, photographic and social media art direction, and a brand style guide, were developed to ensure cohesive visual storytelling across all customer touchpoints.

Credits:
Heart Mascot & Script Wordmark Sketch by Evans
Cafe Photography by All is Well Cafe