The challenge
Queenies Store, a Farm to Table café located in Largs Bay, needed a brand identity that would honor the rich history of its property, which was formerly a post office, while also aligning with its modern Farm to Table ethos. The challenge was to create a brand that resonates with both the café's heritage and its commitment to simplicity and authenticity, all while capturing the essence of the local Largs Bay community.

The approach
To address this challenge, the design process was inspired by the Japanese philosophy of wabi-sabi, which finds beauty in simplicity and imperfection. The goal was to create a brand identity that would reflect the café's historical roots and its Farm to Table values. The vintage store typeface used in the primary logo was chosen to pay homage to the building's past as a post office, while the secondary logo artistically represented the Largs Bay ocean waves in a wabi-sabi style. The colour palette was carefully selected to include muted and natural tones, creating a tranquil and cohesive visual identity.

The solution
The final brand identity for Queenies Store was a serene and elegant reflection of the café's values. The vintage typeface of the primary logo connected the brand to the property's history, evoking a sense of authenticity and nostalgia. The secondary logo, capturing the essence of Largs Bay's ocean waves in a wabi-sabi style, added a local and artistic touch. The colour palette, with its muted and natural tones, complemented the vintage feel of the brand, reinforcing the café's commitment to simplicity and tranquility. Every element of the branding, from business cards to in-store signage, was infused with the wabi-sabi spirit, celebrating the beauty of imperfection and the charm of history.

The results
The brand identity for Queenies Store successfully captured the essence of the café's location, history, and values. It resonated deeply with the local community, inviting customers to pause, reflect, and find joy in the ordinary. The branding not only honoured the property's past but also established a strong connection with the present-day ethos of the Farm to Table café. The serene and elegant design became a visual testament to the beauty of simplicity, making Queenies Store a beloved and distinctive part of the Largs Bay community.