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Concept Case Study / Hospitality Identity

Atlas Café

A practical identity built to stay recognizable from the street sign to the takeaway cup.

Year
2026
Location
Tetouan
Scope
Identity & applications
Status
Concept study

01 / Project Direction

A local café with a clearer visual presence.

Atlas Café needed a visual system that could feel warm and familiar without disappearing among typical café identities.

Challenge

Create a recognizable identity that works at street scale, on a printed menu and across small takeaway items.

Response

A bold mountain symbol, direct typography and a compact earthy palette form one flexible application system.

02 / Identity System

One mark. Multiple scales.

The identity remains legible when used as a large storefront sign, a compact cup stamp or a small social profile mark.

03 / Street Presence

Designed to be seen before it is read.

The fascia uses a simplified wordmark and high contrast so the café remains recognizable from across the street.

04 / Menu System

Fast to scan. Easy to update.

The menu separates daily essentials from signature drinks and uses a strict hierarchy that remains clear in print and on screen.

05 / Takeaway Applications

The identity continues after the visit.

Simple production choices keep every item connected without requiring expensive full-colour printing.

06 / Digital Touchpoints

A consistent voice beyond the physical space.

Reusable content frames keep announcements, new menu items and opening updates visually connected.

07 / Final System

Built as a usable toolkit.

The project is presented as one connected system rather than a single logo placed on unrelated mockups.

  • 01Primary and compact identity marks
  • 02Storefront fascia and window graphics
  • 03Printed menu hierarchy
  • 04Cup, sleeve, bag and label artwork
  • 05Reusable social content templates
  • 06Production-ready application guidelines

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