Role: Creative Lead / Brand Designer
Scope: Brand identity development
Output: Visual identity, illustration system, in-store application

I led the development of the brand identity for Lonely Mouth, creating a bold, playful direction designed to stand apart from the minimal café branding that dominated the market at the time.

I defined an illustration-led visual system, using saturated colour, texture and composition to build a sense of warmth, abundance and personality. The approach drew on references from Japanese café culture and retro food graphics, reinterpreted into something contemporary and distinctive.

A key part of the brief was responding to the café’s warehouse-style interiors. I used colour, grain and expressive compositions to soften the raw architectural space, bringing a more inviting and human quality into the environment.

I developed a flexible identity system that could work across in-store applications, allowing the brand to feel cohesive while still energetic and varied across touchpoints.

The result is a distinctive, characterful identity that transforms the atmosphere of the space, creating a more engaging and memorable experience for customers.