JOHN KYLE ESPRESSO

Brand Identity & Illustration

PROBLEMJohn Kyle Espresso is a beloved destination on the Sunshine Coast, known for its specialty coffee and locally sourced food. However, their ambition to evolve into a lifestyle-oriented, destination café required a fresh brand story for the 'John Kyle' name—one that would captivate newcomers while still resonating with their loyal customer base.

INSIGHTJohn Kyle’s defining value is creating a space that feels like a home away from home for its customers. This understanding led us to a key insight: when people feel safe and comfortable, they are more likely to relax, be their authentic selves, and have the confidence to step out of their comfort zone.

SOLUTIONTo bring together the feelings of fun, comfort, and authenticity, we reimagined the John Kyle wordmark with a bold weight, deep ink traps, and curved shapes to reflect the café's warm, welcoming, and attentive service. Our cheeky illustration of ‘JK’ acts as the brand’s icon, symbolizing the idea of stepping outside your comfort zone and having confidence to try new things.

The vibrant forest green and sand colour palette roots the brand in its locality, inspired by the lush hinterland and soft beaches of the Sunshine Coast. The tone of voice throughout the brand's copy reinforces John Kyle's laidback, down-to-earth, and approachable personality that locals have come to know and love.

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