CARPORT CAFE
How I'd Refine Carport Café's Brand Identity for Long-Term Growth
Carport Café is a community-focused breakfast spot located in Cannon Hill and Wynnym, born from a converted petrol station in 2019. Despite launching just before COVID, the brand grew a loyal following and has since expanded to two additional locations.
CARPORT CAFE
How I'd Refine Carport Café's Brand Identity for Long-Term Growth
Carport Café is a community-focused breakfast spot located in Cannon Hill and Wynnym, born from a converted petrol station in 2019. Despite launching just before COVID, the brand grew a loyal following and has since expanded to two additional locations.
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THE BREIF & CHALLENGE
Carport Café's original branding hadn't evolved alongside its growth, from one converted petrol station to a multi-location café group. The brand needed a visual identity that could scale across locations while still feeling true to its original community spirit: fun, welcoming, and modern, not generic or corporate. The challenge wasn't just refreshing a logo — it was building a full, flexible system that could work across packaging, merchandise, social media, and a growing physical footprint.
THE BREIF & CHALLENGE
Carport Café's original branding hadn't evolved alongside its growth, from one converted petrol station to a multi-location café group. The brand needed a visual identity that could scale across locations while still feeling true to its original community spirit: fun, welcoming, and modern, not generic or corporate. The challenge wasn't just refreshing a logo — it was building a full, flexible system that could work across packaging, merchandise, social media, and a growing physical footprint.
THE SOLUTION
I approached this as a full identity system, not a single logo fix — considering how each element needed to function across wildly different touchpoints, from a small social icon to large-scale packaging.
Primary Logo: Early on, some logo experiments incorporated number plates and the classic coffee cup however, these felt too literal. I ended up shifting my focus to edited typography as the hero element, paired with an energetic, interchanging colour system. Striking the right balance between character, clarity and warmth.
Secondary Logo: A simplified "CC" mark was developed for smaller touchpoints, social media, stationery, and packaging. To be used when the primary logo wouldn't fit. The double-C retains the brand's personality while building recognition across constrained applications.
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Colour Palette: A three-colour system (pink, yellow, blue) was chosen intentionally: pink brings warmth, yellow adds energy, and blue grounds the system with reliability. Used consistently with white type across every touchpoint, the palette keeps the brand bright, cohesive, and instantly recognisable.
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Additional Media: Beyond the core logo suite, I expanded the visual toolkit with a custom symbol set, a graphic pattern, and a website landing page concept. The pattern — restricted to Carport Yellow as its only supporting colour — demonstrates versatility across packaging, merchandise, and standalone artistic use, holding its own without needing text or additional graphics.
Secondary Logo: A simplified "CC" mark was developed for smaller touchpoints, social media, stationery, and packaging. To be used when the primary logo wouldn't fit. The double-C retains the brand's personality while building recognition across constrained applications.
​
Colour Palette: A three-colour system (pink, yellow, blue) was chosen intentionally: pink brings warmth, yellow adds energy, and blue grounds the system with reliability. Used consistently with white type across every touchpoint, the palette keeps the brand bright, cohesive, and instantly recognisable.
​
Additional Media: Beyond the core logo suite, I expanded the visual toolkit with a custom symbol set, a graphic pattern, and a website landing page concept. The pattern — restricted to Carport Yellow as its only supporting colour — demonstrates versatility across packaging, merchandise, and standalone artistic use, holding its own without needing text or additional graphics.
