Brand Identity & Visual Design

Café Vertica is a modern coffee shop that blends contemporary café culture with natural, organic aesthetics. The brand identity combines elegant script typography with a fresh, earth-toned colour palette centred around sage green, warm browns, and cream.

Year: 2025

PROJECT
SCOPE

A plastic cup with iced coffee and two black straws, one straight and one bent, placed on a white surface with a shadow. The cup has a white label with the text 'Café Vertica' in brown.
A business card with the text 'Café Vertica' in cursive font, featuring the address '1234 Woodward Ave, Detroit, MI 48226', phone number '(313) 555-0123', website 'www.verticacafe.com', and email 'hello@verticacafe.com'.

Centring on a warm, hand-crafted script, the identity celebrates the tactile beauty of the café experience. The use of sage and moss greens alongside rich, earthy browns mirrors the brand's organic foundations, from fresh matcha whisking to small-batch bean roasting. This colour story creates an inviting sanctuary that feels both timeless and modern.

Brand Identity

The packaging design extends the brand's handcrafted aesthetic across every customer touchpoint. From the moment someone picks up a cup to when they unwrap a pastry box, the Café Vertica experience is consistent and memorable.

Packaging & Stationery Design

Three promotional images of iced beverages labeled 'Ice Ice Baby' with different flavors: iced coffee, iced tea, and iced matcha from Cafe Vertica.

THE ICE COLLECTION

THE ICE COLLECTION

A flat lay of café items including a latte with latte art, a coffee, a chocolate chip cookie, a spoon, a napkin, a green saucer, a sugar packet, a menu, and printed takeaway packaging from Café Nétrica with a box, a bag, and a carton of coffee.

THE ESSENTIALS

THE ESSENTIALS

KEY ELEMENTS

Takeaway cups in signature sage green, terracotta, and cream, each colour representing different beverage categories for instant recognition

  • Business cards featuring subtle embossing that adds tactile luxury

  • Shopping bags and stationery maintaining clean, minimal design with strategic logo placement

  • Playful copy like “BE CAREFUL, I'M HOT” adds personality and makes you want to take a picture of it, or with it

A collage of four Instagram stories featuring Cafe Vertica. The first shows a magazine cover with the title '2025's Best Memories & Top'. The second shows a person pouring coffee into a glass, with a notification about an astrology forecast. The third displays a large coffee cup with 'Café Vertica' written on it, and a woman standing beside it outdoors. The fourth shows a person holding a tray with two coffee cups, a croissant, and a green cup, with text offering quick coffee.

Content Worth Sharing

Café Vertica's social strategy is built on one simple idea: create content people actually want to engage with, not just scroll past.

Social Media Strategy

What We Post:

  • Product shots that belong on your Pinterest board with matcha swirls, latte art, and that satisfying pour

  • Real moments with real people

  • Behind-the-scenes chaos

  • Aesthetic flat lays

  • Customer content that captures the vibe better than we ever could

Overall, the aesthetic is earthy tones, natural light, and textures that feel tangible through the screen. Every post should inspire one of three reactions: “I need that drink,” “I need to go there,” or “I'm definitely posting this.”

Three images of beverages at Cafe Vertica in Detroit, Michigan. The first shows a person talking on a green phone while holding a matcha latte. The second shows three cold drinks with whipped cream and toppings on a table. The third is a close-up of a green iced coffee with swirling patterns.