Project 01 / 3
Common Ground
Independent brand concept
The challenge
Common Ground is a self-initiated café identity concept. The brief called for a welcoming neighborhood brand that could stay readable on a takeaway cup, a small menu, and a social announcement.
My contribution
Independent brand concept
The decisions
I chose a sturdy lowercase wordmark and a restrained green-and-cream palette. The system relies on generous spacing and a circular mark rather than a detailed illustration, so it remains clear when reproduced small.
The evidence
The proposed identity brings the wordmark, palette, and applications together. The cafe photograph is stock reference, not original brand artwork. Repeating the same type hierarchy across the menu and announcement keeps the concept recognizable without repeating the exact same composition.
The outcome
The concept delivers a wordmark treatment, palette, menu panel, and social tile. It is an independent design exercise, not a commissioned café brand, and the name has not been cleared for commercial use.
Limits and next steps
An identity needs rules that survive a change of format, not just one impressive mockup.
The next conversation
Let’s make something useful.
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