22 Grams
22grams is a coffee roasters and bakery in Sydney, known for its crafted menu and loyal customer base. I currently lead an ongoing branding project spanning logo design, packaging, sinage, apparel, web and social media management.
Client
22 Grams Cafe
Sydney
Date
2024 - Present
Skills
Branding/ Typography/ Packaging Design/ Content Creation/ Social Media Managment
Brief:
The initial brief was to redesign staff uniforms to boost team morale and better reflect the cafe identity. As the project progressed, the scope expanded to a full rebrand to increase brand recognition and elevate the cafe’s overall aesthetic.
Process:
The original cafe logo "twenty-two grams," evolved into the more modern, concise "22grams", maintaining the familiar typeface to preserve brand recognition. The bakery logo was updated to lowercase to align with the casual 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.
Close collaboration with the owner provided valuable insight into the cafe’s quirky humour and welcoming atmosphere. This led to the creation of six illustrations, three for the cafe and three for the bakery. Each illustration highlighted a menu item and delivered a witty, optimistic message designed to 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 redesigned the menu board above the till to serve as a clear and engaging reference point for customers in the queue. By simplifying the layout and organising content into clearly defined sections, 'All Day', 'From 11am', and 'Add Ons', I improved readability and navigation. I also used the custom 22grams typeface to strengthen the café brand identity and highlight key slogans.
I designed branded cake box packaging that reflects the warmth and community of the 22grams experience. A warm gradient palette and cream branding create a distinctive exterior, while the interior features contact details and a “Share the Love” message inspired by the café’s I Love You T-shirt, encouraging customers to share to socials. Colourful greaseproof paper adds personality while keeping the focus on the product.
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 was refreshed across Facebook, TikTok, and Instagram, featuring an updated logo, informative bio, and custom highlights inspired by the apparel design. I managed the content calendar, researched trends, captured photography and video, edited reels, and collaborated closely with the team to showcase the cafe's warm, humorous personality and quality offering. As a result, Instagram gained over 1,000 followers, with content reaching more than 125,000 views.
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 across brand design, freelance project management, print packaging, social media content creation, delivering thoughtful design solutions for a local favourite.
