Job Description
Branding & Logo Design Brief – Larder Café 1. Project Overview We are launching Larder, a modern, health-focused fast-casual café based in Menai Bridge, UK. The concept is built around: Fresh, customisable salads and wraps High-quality coffee Fast, efficient service Strong takeaway and lunch trade The business is designed to capture high footfall and convert walk-in customers quickly, particularly during peak lunch hours We are building a brand that feels clean, modern, and premium, while still being accessible for everyday use. 2. The Goal of This Branding This is not just about aesthetics — the brand must: Instantly communicate what we are (healthy, fresh, fast) Attract attention on a busy high street Build trust quickly with new customers Encourage repeat daily visits Be scalable into multiple locations in the future 3. Brand Positioning Larder sits between: Traditional cafés (slow, outdated) Takeaways (fast but low quality) There is a clear gap in the market for a healthy, fast, customisable option Our brand should clearly communicate: Fresh + Fast + High Quality + Modern 4. Target Audience Young professionals Students Health-conscious locals Tourists Customer behaviour: Quick decision-making (walk-in heavy) Visually driven Likely to return regularly if the brand feels consistent and trustworthy 5. Brand Personality We want the brand to feel: Clean Modern Fresh Minimal Premium but not expensive Friendly and approachable Avoid: Overly corporate Overly “hipster” Cluttered or overly complex designs 6. Creative Direction (IMPORTANT) We would like two distinct creative directions to explore: Direction A: Market-Aligned (High-Conversion, Proven Style) Create a concept inspired by modern healthy fast-casual brands such as: Sweetgreen CAVA The Salad Project Focus on: Clean, minimal design Strong typography High visual clarity Immediate understanding of the concept This direction should prioritise commercial effectiveness and walk-in conversion. Direction B: Distinctive & Ownable Create a second concept that: Still fits within the healthy fast-casual space Maintains a clean, modern feel a more unique and recognisable identity This direction should: Help Larder stand out locally Feel more ownable and brandable long-term Still remain simple and commercially usable 7. Deliverables Required For BOTH directions, please provide: Logo Suite Primary logo Secondary/stacked version Icon/mark (for packaging/social) Colour Palette Primary colours Supporting colours Typography Headline font Body font Basic Brand Guidelines Logo usage Colour usage Typography Optional (Nice to Have) Packaging mockups (bowls, cups, bags) Shopfront signage concept 8. Colour Direction (Open but Guided) We are open to ideas The palette must: Work in a physical retail environment Look good on packaging and signage Feel modern and not dull 9. Logo Expectations The logo should: Be simple and scalable Work across signage, packaging, uniforms, and digital Be recognisable at a glance Feel modern and timeless Open to: Wordmark Wordmark + icon Avoid: Overly detailed designs Generic or cliché café visuals 10. Business Context (For Understanding) High footfall high street location Lunch-led business with peak midday demand Takeaway-focused with some seating Built around speed, efficiency, and repeat usage The branding must support: Fast decision-making Strong visual presence High conversion from foot traffic 11. End Goal We want to create a brand that: Feels like an established, high-quality concept from day one Stands out locally Can scale into a recognisable regional brand in the future 12. Deliverable Process (Optional but Preferred) Initial concepts (both directions) Feedback & refinement Final brand pack delivery Final Note to Designer We are not looking for something overly artistic or abstract. This is a commercial brand designed to attract customers and drive sales, while still being visually strong and memorable.