Kindred Coffee Co. is a specialty coffee shop in Johannesburg that celebrates craft, community, and ethically sourced beans. The steaming cup silhouette captures the sensory warmth of the brand instantly. Earthy brown and gold tones evoke roasted coffee and artisan craft, while the serif wordmark adds heritage and character. The collateral suite — from takeaway cups to menus — creates a cohesive experience that feels as good as the coffee tastes.
The Brief
Challenge
Kindred Coffee Co. was opening its first brick-and-mortar location in Johannesburg and needed a complete brand collateral suite that would set them apart from the growing specialty coffee scene. The founders wanted an identity that honoured the craft of ethically sourced coffee while feeling warm, welcoming, and community-driven rather than exclusive or pretentious.
The Process
Approach
The design process began with immersion in Johannesburg's coffee culture and direct conversations with the roasters and baristas. The steaming cup silhouette was refined to capture sensory warmth at a glance. Earthy brown and gold tones were drawn directly from the roasting process itself, and the serif wordmark was chosen to add heritage and character. Every collateral piece, from takeaway cups to menu cards, was designed to feel like a single, cohesive experience.
The Result
Outcome
The final brand collateral suite gave Kindred a distinctive presence from day one. The window signage became a neighbourhood landmark, and the branded takeaway cups turned every customer into a walking ambassador. The menu card design streamlined ordering and reinforced the artisan positioning. Kindred's opening week exceeded foot traffic projections, with many visitors citing the inviting storefront as the reason they stopped in.
Brand Applications
Business Card
Window Signage
Menu Card
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