Brand Identity & Visual Design
Owlet Coffee Bar — Brand Strategy, Identity System & Art Direction
Overview
Owlet Coffee Bar began as a neighborhood café in Tirana, Albania, and is now opening its first location in Astoria, New York. I led the complete rebrand for the move, from logo design and brand guidelines to menus, packaging, storefront signage, and social media, building an identity ready to grow in a new city.
Challenge
The original brand, "OWL Bar Caffe," had been positioned for teenagers and lacked a clear visual identity. The challenge was to reposition the café for a broader New York audience of coffee lovers while keeping the warmth, playfulness, and Albanian roots that made it loved at home, and to stand out in one of the most competitive café markets in the world.
Execution
Building on the owner's new name, Owlet, a little owl taking its first big flight, I designed the mark from two simple shapes: a heart for the love of coffee and a coffee bean that forms the owl's body and folded wings. Lilita One and Rubik create a friendly typographic voice, supported by a warm coffee palette with one vivid cherry accent. The system was extended across print and digital menus, cups, bags, coffee pouches, pastry boxes, a sticker set, storefront graphics, and Instagram carousels.
Outcome
The result is a warm, cohesive, and scalable identity that feels both rooted and new. A clear set of guidelines, principles, and templates ensures every touchpoint, from the awning to the smallest sticker, speaks with one recognizable voice, giving Owlet a strong foundation for its New York opening and future locations.
Tools
