Bloodhound is a cafe branding project by Johanna Szpetun for a Darlinghurst venue built around the concept of human fuel.

The identity uses a lightning bolt symbol over warm amber and dark brown tones. Distressed textures and vintage repair shop details keep the system from feeling too clean. Menu designs pair hand-drawn illustrations with condensed serif type. The full cafe branding collateral from printed menus to cup sleeves shares the same warm hand. Custom patterns on the takeaway cups extend the system further into three dimensions.

The details of the cafe branding

One mark, one palette, two type families. The lightning bolt reads as energy without being literal about coffee or fuel. The distressed overlay on the illustrations keeps everything from looking too produced. This cafe branding work shows how a simple concept carries a full identity system. Every cafe branding element from signage to packaging carries the same DNA. The approach proves restraint works better than adding noise.

Credits: Johanna Szpetun