Cafe Che

Contributed by Jonathan Black of Cast Iron Design.

Cafe Che identity design

There’s no doubt about it, everyone loves llamas. And when you’re a restaurant with a demographic composed primarily of teenagers and young adults, a silly-looking, spit-hawking, long necked mascot is definitely an asset.

Cafe Che identity design

Brand identity

The word “Che” is used as “pal” or “friend” in Argentina, which is where the cafe received its namesake. Creating an identity that is playful, bright, silly, and fun was a part of a conscious decision to distance the cafe from connotations with the historical figure Che Guevara. The llama, common in Argentina, is the focal point of the identity and immediately sets the tone for what visitors should expect.

Cafe Che identity design

Cafe Che identity design

The prominent use of magenta increases the distinctiveness — and, as a result, recognition — of the identity, and the use of a simple geometric pattern references the locale the restaurant’s food is inspired by.

Cafe Che identity design

Cafe Che identity design

Business Card
French Paper Co. Durotone (Newsprint Aged, 80# Cover)
100% recycled fibers (30% postconsumer, 70% preconsumer)
Process Chlorine Free (PCF)
Manufactured carbon neutral (with on-site hydroelectricity)
Manufactured in Michigan, USA
Digitally printed with dry toner

Cafe Che identity design

Cafe Che identity design

Signage

Instead of creating a new sign, we utilized the existing sign structures and panels (left by the building’s previous tenants) by reclaiming the panels and applying new vinyl lettering. This solution reduced the materials used and also resulted in significant cost savings.

Cafe Che identity design

As a new restaurant in a high-traffic area, it was imperative for Cafe Che to instantly identify itself to passers-by. We chose to utilize the sign for both identification and informational purposes, prominently displaying the cafe’s primary offerings in order to pique the interest of nearby drivers and pedestrians.

Cafe Che identity design

Cafe Che identity design

Cafe Che identity design

Copywriting

The owner of Cafe Che is an eccentric to say the least. He brings his enthusiasm and personality to every aspect of the cafe. We were given full creative freedom to pursue whatever avenues we thought were appropriate, which included the adoption of the world’s best “worst” tagline. The copy and graphics reflect the zaniness and peculiar sense of humor present throughout the cafe.

Cafe Che identity design

Cafe Che identity design

Cafe Che identity design

Cafe Che identity design

Cafe Che identity design

Website

Mirroring the easy, grab-and-go style of the cafe, the Cafe Che website also remains extremely simple. We added a hypnotizing animation to give it a touch of playful charm.

Cafe Che identity design

Visit the Cafe Che site.

Cafe Che identity design

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4 responses

  1. I’m from Argentina, and I have to tell you despite the nice llama they came up with, it’s not as common as you think. Yeah, there is a region where you can find some, but I’m not even sure WE have the biggest amount of llamas in South America. Actually, it plays a huge role in both the Bolivian and Peruvian coats of arms!! I just dont see the relationship from that angle… the ID looks great btw!

  2. If you just look at the logo, it’s very simple, not very nice, not very detailed (I mean the illustration), but the whole brand identity is eye-catching.

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