A café and communal workspace designed for digital nomads, creatives, and curious minds. This project explores brand identity, spatial storytelling, and printed guest materials for a modern third space where ideas and people meet.
Client
Between
year
2024
role
Brand Identity, Guest Experience, Print Collateral, Naming
Project Description
Between is a café and creative third space imagined for Silverlake, Los Angeles designed for digital nomads, artists, and everyday thinkers. It's less about caffeine and more about rhythm, light, and moments between. The brand is warm but refined, analog but minimal, a soft space for focused solitude or casual community.
01. Context + Background
Café culture in LA is often divided: either polished and precious, or casual and chaotic. Between offers a different kind of space. One that’s intentional but lived-in, visually refined but warm enough to stay a while. The brand needed to reflect calm clarity, quiet rhythm, and a magnetic sense of place.
01. Context + Background
Café culture in LA is often divided: either polished and precious, or casual and chaotic. Between offers a different kind of space. One that’s intentional but lived-in, visually refined but warm enough to stay a while. The brand needed to reflect calm clarity, quiet rhythm, and a magnetic sense of place.
02. My Role
As the concept designer and creative director, I led the full brand system:
Developed the name Between and associated voice/tone
Designed the brand identity: logotype, supporting typography, color system
Created printed collateral: menus, receipt folders, espresso cards, takeaways
Styled environmental brand touchpoints: signage, playlist cards, table number blocks
Designed brand applications that flex between day café and creative event venue
04. Approach / Solution
The name Between informed everything: from tone of voice to spatial layout. I designed a logo with subtle humanist warmth, paired with a neutral palette of concrete, oat, ink, and clay. Print materials are tactile and timeless, using natural textures and analog details like stamped espresso cards and linen-bound receipts.
Brand photography would feel quiet and observational, filtered morning light, scribbled notes, half-drunk cortados. The brand leaves room for the guest to bring their own story into the space.
05. Results / Impact
Positioned Between as a local destination for creative work, casual gathering, and thoughtful conversation
Created a brand system that can evolve into future retail, artist residencies, or journal publishing
Attracted interest from design-minded coffee partners, local press, and independent brands seeking event space
Built a hospitality brand with soul rooted in community, creativity, and the beauty of the in-between
