Color Palette
Moon Cafe uses a mix of three main colors, with mixes of neutral tones in between designs. The prominent color is a dark navy, representing the depth and vastness of space. A bright orange complements this navy, creating balance in the palette. An addition of a light lavender creates an other-worldly feeling, while the light tone keeps the palette grounded against the more vibrant orange and navy.
Typography
For the primary typographic elements of Moon Cafe, the Avenir typeface was an ideal choice. Its extensive range of weights and styles allows for a cohesive visual identity while maintaining sufficient flexibility for variation. The clean, geometric sans-serif design aligns seamlessly with the café's minimal, space-inspired aesthetic, while its subtle humanist qualities preserve warmth and visual impact.
Avenir Font Family
Logo Designs
This collection presents three logo variations developed for distinct brand applications. Variation 1 functions as a visual anchor, balancing overall compositions through contrast and form — a dark navy palette complemented by a vibrant orange crescent creates a strong focal point. Variation 2 serves as the primary mark, designed to represent the brand in its most concise and recognizable form. Variation 3 extends the identity system into a sub-brand application for Moon Cafe apparel, introducing clear visual distinction while maintaining consistency with the core brand.
Product Mockups
Mockups serve as high-fidelity visual representations of the final brand experience, bridging concept and reality by illustrating how the identity functions in everyday use.