Grass Roof Café is a rooftop garden café designed to promote environmental stewardship and community through coffee.

CHALLENGE

Grass Roof Café, a play on the word “grassroots,” is a conceptual coffee shop that stands out from the saturated market because of its rooftop garden, which creates a vibrant, natural ambiance and provides environment benefits like reducing air pollution, improving air quality, managing stormwater, and cooling urban areas. The challenge was to communicate the brand’s purpose-driven mission and values through a bold, fun, and timeless visual identity.

SOLUTION

The design solution was to create a brand identity that has a “handmade” look and tone that highlights community, environmentalism, and local involvement. The soft, hand-drawn look in the fonts and illustrations gives the café an approachable warmth and communal, yet bold feel.

  • Brand Strategy

  • Visual Brand Identity

  • Illustration

  • Logo Design

LOGO & COLOR PALETTE

The “GR” logo nods to the design of a coffee cup or moka pot, with the counter and leg of the “R” resembling a handle. The café utilizes an earthy yet bold two-tone color palette that excludes green to set it apart from other sustainability-focused brands; allowing it to complement the surrounding natural environment.

Watch the design process: