Explore the thoughtful branding and visual identity process by Clay for CafePay, a payroll platform for the restaurant sector.

Finding the right tools to manage the complexities of the restaurant business can be tough. CafePay entered the scene aiming to simplify payroll, financial management, HR, and tax compliance specifically for this industry. The platform needed a distinct brand presence. Design agency Clay took on the task of shaping CafePay's branding and visual identity, translating it effectively onto their marketing platform.  

Building the Core Brand

The foundation began with core branding elements. A key piece was the custom serif logotype, designed for a timeless and sophisticated feel. This wasn't just about looking good; it aimed to resonate with the fine dining establishments CafePay serves. Alongside the logotype sits a unique logomark. It subtly hints at a clock, connecting the brand to schedules and time management, central aspects of payroll.  

Typography played a crucial role. The team chose a mix of old-style serif and sans-serif fonts. This blend provides both readability and a modern touch. To add emphasis and reflect CafePay's focus on precision, a serif italic typeface highlights important details. This careful selection ensures the typography works hard for the brand.  

A Welcoming and Modern Persona

Clay developed a comprehensive visual identity system. This system uses versatile typography, inviting photography, and a distinct color palette. The goal was to create an identity that feels both modern and welcoming. It successfully merges CafePay's traditional values with its forward-thinking approach.  

A strong emphasis was placed on human connection. People-centric photography is used across brand materials, adding a personal, relatable touch. This focus reflects CafePay's commitment to supporting the people within the restaurant community, not just the businesses.  

Designing the Digital Experience

The branding extended seamlessly to the CafePay website. From the first glance, the site aims to draw users in. It features bold typography and atmospheric images, creating an ambiance reminiscent of a dining experience. Subtle animations add a layer of refinement.  

Recognizing that fine dining and casual eateries have different needs, the website content was structured for easy navigation. Users can quickly find the features most relevant to their specific type of business.  

Clay understood that for a startup, the entire journey matters. From the initial "Coming Soon" page to the full launch, maintaining visual consistency was vital for building recognition and trust. The team used Webflow to build the responsive website, offering a practical and cost-effective solution for the new company.  

Even merchandise was considered part of the branding experience. Items were designed to embody the brand's essence, celebrating individuality and helping build connections with the restaurant employees CafePay serves.  

A Cohesive Result

The collaboration resulted in a strong, cohesive brand identity and a user-friendly website. The project successfully blended timeless design elements with modern functionality. This careful approach to branding and visual identity effectively communicates CafePay's mission: simplifying payroll management for restaurants and supporting the community they serve. It’s a great example of how thoughtful design can build a brand from the ground up.  

See more of the design process and the team behind it at Clay Global.

Branding and visual identity artifacts