Flowspace
Concept Brand Identity
This conceptual branding project was created to explore brand identity design for a café built around modern work culture.
Project Overview
The brief was to create a brand identity for a café designed for people who thrive in the rhythm of working from cafés.
Brand Philosophy
This is a place where people can slow down without losing momentum. The space supports creative flow, encouraging visitors to sip, think, create, and recharge.
Design decisions
Idea
The visual identity emphasizes clean, minimal design to complement the café’s focus on deep work. Thoughtful use of space, restrained elements, and a calm aesthetic reduce distractions and create an environment that supports focus, clarity, and creative thinking.
Brand mark
The brandmark reimagines the letter “O” from Flowspace as a coffee cup, integrating a soft, curved pattern. This represents movement and continuity of ideas, symbolising creative flow through the form of a coffee cup reflecting how Flowspace creates an environment where ideas can move freely.
Color palette
An earthy palette of warm colors was chosen to create a comforting, reliable, and focused atmosphere for the brand.
Typography
The contrast between the typefaces creates a clear visual hierarchy, allowing key messages to stand out. Clash Display’s clean structure makes it ideal for bold, primary headings, while Birthstone’s fluid letterforms express Flowspace’s core idea.
