Problem to solve

Noir Coffee & Tea was a new Japanese inspired coffee shop in Toronto that offered a premium cafe experience. The challenge was to stand out from the other coffee shops in the neighbourhood and compete with the Starbucks down the street.

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Solution

Noir's unique cafe theme was inspired by owner, Kirby Azuma's Japanese heritage. Every detail was carefully curated from the premium organic, fair trade coffee and tea varieties to the Japanese artwork and furniture. The logo and design system reflected the theme, following a minimalist aesthetic that was as refined as the cafe experience itself.

The simple, bold, graphic identity soon became very recognizable and regulars loved it so much they even requested to buy branded merchandise.