Lundenwic

Lundenwic, an independent cafe in Central London, wanted a redesign of their visual identity as they felt they didn’t stand out, looked too corporate and their logo didn’t work well at smaller sizes.

The name of the cafe is the Ango-Saxon name for the area. I used this as the basis of the creative concept, representing the historical ties of the business balanced with the aesthetic of its clean, minimalist interiors. This concept is actualised in the choice to use Harbour as the main font, which I chose for its blackletter influences. I used this as the basis for the bespoke bold, logotype. I removed the serifs to modernise it whilst retaining its calligraphic feel. I replaced their existing navy and light blue colour scheme with a palette of bright, fresh, pastel colours which I combined with typography experimentation to create a look that is playful yet minimalist.