branding
packaging
scraggle is a visual study for a multipurpose coffeeshop; a space designed to host DJ sets, knitting circles, and community events. Rather than attempting to over-refine these disparate elements into a rigid corporate identity, the project embraces a certain "scraggly" honesty. The goal was to create a brand that feels comfortable in its own skin: functional enough to be clear, but loose enough to feel lived-in.
The colour scheme draws inspiration from coffee culture as a shared territory where different generations find common ground. It utilizes a combination of vibrant tones and retro-inspired hues to create a visual bridge between the traditional and the contemporary. Charcoal accents are integrated to ensure absolute legibility against any background, providing a sturdy functional anchor for the brand.
The choice of the widely-used Helvetica Neue serves as a deliberate, functional counterweight to the loose and playful nature of the Scraggle logo. This juxtaposition between a highly structured, standard typeface and an expressive mark ensures the identity remains grounded and professional while allowing the brand's personality to stand out. By playing with extreme variations in scale and weight, the typography establishes a clear hierarchy that maintains the strength of simplicity.
