PROJECT: Coast Cafe (Concept Development)
LOCATION: San Francisco, California
AREA: 1,200 SF
YEAR: 2024
Coast Café reimagines the neighborhood coffee shop around a familiar ritual: a quiet morning, a newspaper, and a cup of coffee.
Inspired by the character of old newsstands and San Francisco café culture, the project balances nostalgia with a more contemporary spatial language. The interior is designed to encourage pause—whether reading alone, meeting over coffee, or settling into a longer conversation.
Rather than treating the brand and interior as separate exercises, the project develops them as one environment. Graphic references to newspapers move from the identity into pattern, surfaces, signage, packaging, and merchandise, creating a visual language that extends beyond the room itself.
Brand Integration
Coast Café's identity grows directly from the concept. A running newspaper boy becomes the central graphic device—a playful reference to the morning paper and the communal exchange of stories and information. The mark is paired with a rich green field and a custom graphic language that can move across menus, coasters, cups, merchandise, packaging, wall treatments, and environmental graphics.
the branding becomes another layer of the architecture rather than an addition to it.
