All Is Well

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

All is Well Cafe, a newly opened coffee shop in Toronto, Canada, was looking for a brand refresh that better aligned with its eclectic, urban energy and interior aesthetic. Evans, the co-owner (and a talented tattoo artist), came to me with an initial vision he hoped I could refine and expand into a cohesive brand system. He brought two contrasting elements to the table: a hand-drawn script wordmark sketch and a vintage-inspired heart-shaped mascot illustration. My role was to thoughtfully refine and marry these very different aesthetic styles while building a flexible identity that could grow with the brand over time. The final brand system includes multiple logo variations designed for different applications, a simplified all-caps sans-serif option to balance the busier calligraphic and retro elements, and the foundation for an evolving mascot library that can shift with seasons, campaigns, or future themes. A series of posters, branded merchandise mockups, photographic art direction, social media art direction, and a brand style guide were also developed to help guide the cafe’s visual storytelling and ensure a cohesive, adaptable brand experience across all touchpoints.

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