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Crispy
Eatery

Auckland, New Zealand

Crispy Eatery is a cafe based in Auckland, looking to refresh its brand and connect with a younger audience.

What I did

  • Developed a full rebranding project focused on appealing to a younger audience
  • Updated the logo, brand colours, menu design, packaging and takeaway boxes
  • Created a modern, vibrant and cohesive visual identity to make the brand more recognisable and relatable to young people

Brief

Problem: Crispy Eatery’s regulars were mostly older customers, and the cafe wanted to become a place where young people hang out too.

Goal: attract a new audience aged 18–35 with a fresh, youthful identity — playful characters, bright colours and promotions designed for them.

Tasks: rework the logo and brand colours; design the menu, packaging and takeaway boxes; create a set of characters and stickers; design promo materials for the cafe’s offers and social media; put it all together in a brand book so the team can keep the identity consistent.

Logo

Brand typography and colours: primary font Jasmin Bloom, body text Cygre; swatches #353700 dark olive, olive green and #A03F1B terracotta
The Breakfast / Drinks menu and kids’ specials menu over a breakfast table, with three jars of tea labelled “your favorite tea”
Mini menu cards introducing each dish — Cherry crepes, Sakura, Cherry Honey cake and Cherry Blossom Matcha — and a photo of the Sakura drink with its card. Mini menu cards were created to introduce each dish; concept and design by Aleksandra
Tissue paper, price tags, menus, loyalty card, gift certificates and contact card; the T-shirt back illustration of a girl with a honey cake — concept and hand-drawn vector illustrations made on the iPad

The boxes open in a special way to carefully remove the cake. An orange box is planned for the future.

Speech-bubble slogans, staff T-shirts, honey cake carry boxes, an open box with a slice of honey cake and the three-slice box, and the flat box dielines. Packaging was designed for a three-slice box and a whole cake, with hand-drawn vector illustrations
Three reusable coffee cups in terracotta, olive and a skier print; real photos of the printed menus and the framed drinks poster in the cafe
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