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LATE Cafe Brand Identity by Angel and Anchor

LATE Cafe Brand Identity by Angel and Anchor

In the summer of 2017, 4 Orangefield Lane became Belfast’s destination for speciality coffee and impeccable handmade donuts. Ben Hamilton managed the Guilt Trip shop until 2019, before leaving to start his own roasting journey under the name ‘Process’. 5 years, x coffee releases and 1 viral packaging design later, Ben returned to Orangefield to shut down Guilt Trip and start something new. After a two week goodbye pop up, he opened his next venture – LATE.

Having previously collaborated with Ben on both Guilt Trip and Process, A&A stepped in to develop the brand of the new spot. Starting the process with the name LATE, they set out to explore complimentary concepts which had unique personality and would distinguish the new brand from the former Guilt Trip.

LATE has a serene mood and relaxed meandering attitude to life. Slow hand-poured coffees are sipped, crafted bakes are savoured. Customers linger and hangout as opening hours stretch into the evening. The LATE experience is built around custom coffee and beverage experiences, serving up hand-brewed and espresso based favourites with a seasonal ‘Specials’ menu for more adventurous drinkers. With ‘Espresso Tonic’, ‘Right Back Macha’ and ‘Wide Awake Orange Juice’ Late brings a creative and experimental approach to enjoying coffee.

A new light and bright interior inspired by the minimalism of a concept store sets LATE apart from it’s predecessor. While Guilt Trip thrived on big launches, online hype, an edgy tone of voice and stylised illustrations, Late is the mature sibling; relaxed, understated and taking its own time.

A&A’s brand identity began with an exploration of the concept of time. Frequently tracked and categorised, it is equally easily forgotten, ignored and wiled away. Time can feel rigid, structured and pressured, but also free flowing, creative and full of potential. These contrasting interpretations allow for a varied and nuanced brand identity which celebrates balance.

Structures of time are expressed through a balanced sans-serif logotype and corresponding geometric logomark, which take their inspiration from the iconography of a digital clock. LATE’s brand illustration has a fluid ink-like style and unique hand-drawn detailing, while a set of alternative logotypes bring youth and energy to the brand with their graffiti-tag style. These expressive marks nod to the personality and 90’s skater aesthetic adopted by ‘Process’ but, used sparingly and deliberately, don’t overpower the clean minimalist aesthetic. A&A balance these expressive illustrative marks with monotone colours, negative space and considered placement – rendering them small in scale, subtle and worthy of a longer lingering look. Late’s ‘at your own pace’ attitude is also reflected in the type treatments across the cafe. LATE sprawls across the front window in fluid custom type and the seemingly straight-laced menu breaks its own gridded form, with type staggering across the page.

Curation becomes a central motif as the cafe interior takes on characteristics of a concept store or art gallery. The space exists to frame carefully chosen products and experiences. A&A worked with Late on art direction and interiors and have an ongoing input into the space as it evolves. In contrast to Guilt Trip’s edgy interior (defined by a dark ceiling, custom neons and painted bike helmets) Late’s palette is neutral, evolving through the interplay of muted shades, natural textures and materials.

Late’s palette is neutral, evolving through the interplay of muted shades, natural textures and materials. Natural wood seating and soft grey furnishings help the cafe feel warm and welcoming. A polished concrete floor, white tiles and metal details keep things feeling stylish. The result is a modern minimalist space which doesn’t compromise on comfort and provides a serene canvas for stunning displays of natural light flooding in through the cafe’s west facing window. As the sun moves across the sky and the hours tick away, logotype window vinyls cast shadows across the cafe walls and floor. The word ‘Late’ distorts and stretches, fading in and out of focus, while customers bask in afternoon sun and take in spectacular evening sunsets.

CREDIT

  • Agency/Creative: Angel & Anchor
  • Article Title: LATE Cafe Brand Identity by Angel and Anchor
  • Organisation/Entity: Agency
  • Project Type: Identity
  • Project Status: Published
  • Agency/Creative Country: United Kingdom
  • Agency/Creative City: Belfast
  • Market Region: Europe, North America, Global
  • Project Deliverables: Art Direction, Brand Design, Brand Identity, Brand Mark, Branding, Creative Direction, Illustration, Photography, Typography
  • Industry: Food/Beverage
  • Keywords: 90's, skater, concept, urban, minimalism, branding, identity, cafe, speciality, coffee, belfast, process,

  • Credits:
    Creative Direction: Ben Connelly
    Designer: Ben Connelly
    Designer: Rosanna O'Kane
    Photographer: Ben Connolly

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