Cafe Vu

Cafe Vu lives late at night, so the brand had to read in a dark club, on a phone screen and on a takeout lid. That's why it's a thick-outlined illustration in a red circle with heavy condensed type. High contrast, simple shapes, no tiny details that disappear in low light.

The characters give it personality and make it feel like a family spot, not a chain. The red pulls double duty: it's warm and hungry, and it pops against black in a club.

The pattern and the sticker do the quiet work. The pattern fills menu and poster backgrounds so every piece looks related. The sticker turns every to-go order into a little billboard.

In the photos you can see it working: the logo on the screen behind the DJ booth with the @cafevuphilly handle, a "Cafe Vu Philly" sign held up in the crowd, the crew in branded tees, and stickers on bowls going out the door. More on building a food brand in restaurant branding, and see my brand identity work.

Cafe Vu is a family-owned business built for the late-night club scene: the place people go to eat and sober up before heading home. I designed the identity and the marketing to match that energy.