22grams
22grams is a coffee roasters and bakery in Randwick, Sydney, known for its crafted menu and loyal customer base. I currently lead an ongoing branding project spanning logo design, custom merchandise and social media management.
Client
22grams Cafe
Sydney
Date
2024 - Present
Skills
Branding/ Logo Design/ Typography/ Print Design/ Social Media
Brief:
The initial brief was to redesign staff uniforms to boost team morale and better reflect the cafe’s identity. As the project progressed, the scope expanded into a full rebrand to increase brand recognition and elevate the cafe’s overall aesthetic. This included a logo update, menu design, packaging, and social media.
Process:
The original cafe logo, which read "twenty-two grams," evolved into the more modern and concise "22grams," maintaining the familiar typeface to preserve brand recognition. The bakery logo was updated with lowercase typography to align with the cafe identity while keeping its original spacing to differentiate the second location.
Typography was kept consistent with previous branding, as requested by the client. However, a newly developed 22grams alphabet now ensures coherence across both venues and streamlines future design applications.
The project began with a request to design new staff uniforms to boost team morale. Close collaboration with the owner provided valuable insight into the cafe’s quirky humour and welcoming tone. This led to the creation of six custom illustrations, three for the cafe and three for the bakery. Each illustration highlighted a menu item and delivered a witty, optimistic message designed to engage and uplift customers.
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The uniforms were initially hand screen-printed as a small test run. After an initial trial period, wear and tear from daily use became evident. I liaised with a local manufacturer to improve print durability and scale up production. This allowed for higher-quality printing, the introduction of new garment styles, and the ability to produce larger batches to meet the cafe’s growing needs.
I was also tasked with updating the menu board on the feature wall above the till. As a key point of reference for customers in the queue, it needed to be both visually appealing and easy to read. I simplified the layout by introducing clear sections including 'all day', 'from 11am' and 'add-ons'. I also leveraged the previously created 22grams alphabet to reflect the brand’s personality and highlight the cafe slogans.
In response to the arrival of new plastic coffee containers that lacked visual appeal, I created three playful stickers featuring customers interacting with different coffee cups. These designs enhanced the containers visual appeal, added character to the cafe interior and made them easier to identify.
Industry-standard coffee cards were developed to help raise the standard of coffee presented by the businsess. The cards serve as an educational and promotional tool, featuring key information about the coffee’s origin, highlighting the farm, and providing a brew guide to help customers get the best experience from each cup.
The social media presence has been refreshed across Facebook, TikTok, and Instagram, featuring an updated logo, informative bio, and custom highlights inspired by the apparel designs, bringing cohesion and personality to the brand’s digital presence. The cafe's Instagram following has grown by 239 followers over a 2 month period, with posts consistently receiving strong engagement.
Outcome:
The updated visual identity boosts brand consistency across both locations while injecting fresh energy into staff and customer experiences. What began as an initial staff uniform project has since expanded into ongoing work toward a full-scale rebrand for the cafe. The staff uniforms have also been manufactured and are now sold as merchandise to customers, further extending the brand’s reach.
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This project showcases my skills in logo design, illustration, typography, brand application, and client collaboration, delivering thoughtful design solutions for a local favourite.