An iconic cafe reinvented.
The Turtle is back. The iconic cafe has changed its name back to The Turtle, the name it had for 25 years. The large cafe sits on a prominent corner in Elwood, Melbourne. The cafe serves all day breakfasts, a select set of lunch classics and cheeky afternoon cocktails for those rolling off the beach.
A playful wavelike brandmark was created referencing the nearby sea. As a nod to the past, an elegant turtle icon on the doors greets locals as they enter the cafe. The brand’s colour palette references coastal vibes.
![](https://worldbranddesign.com/wp-content/uploads/2020/02/1_Turtle_cards.jpg)
![](https://worldbranddesign.com/wp-content/uploads/2020/02/6_Turtle_cups.jpg)
![](https://worldbranddesign.com/wp-content/uploads/2020/02/7_Turtle_details.jpg)
![](https://worldbranddesign.com/wp-content/uploads/2020/02/5_Turtle_glass.jpg)
![](https://worldbranddesign.com/wp-content/uploads/2020/02/2_Turtle_paper.jpg)
![](https://worldbranddesign.com/wp-content/uploads/2020/02/4_Turtle_cup.jpg)
CREDIT
- Agency/Creative: Be Co.
- Article Title: The Turtle – Melbourne Cafe Branding
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Identity
- Agency/Creative Country: Australia
- Market Region: Oceania
- Project Deliverables: Brand Architecture, Brand Creation, Brand Identity, Branding, Graphic Design, Identity System, Packaging Design, Research
- Industry: Food/Beverage
- Keywords: Cafe, coffee, Melbourne, brandmark, packaging design, branding
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