Brand Identity for Fidelis Lane Café

Creative Direction · Branding · Graphic Design

A soulful and contemporary brand identity for Fidelis Lane, a newly launched café designed to welcome families by day and transition into a refined, after-hours venue. The visual direction needed to balance minimalism with warmth, capturing the unique character of the space while appealing to a broad, style-conscious audience.

Creative Contribution

I was responsible for the development and execution of the café’s full brand identity, from initial visual exploration through to final brand assets and environmental application.

Deliverables

Logo Design – Primary, secondary and icon versions

Moodboard – Curated for visual alignment and client presentation

Signage – Internal and external signage

Coffee Cup Design – Custom takeaway cups reflecting the brand aesthetic

Creative Approach

The brand identity was rooted in the café’s earthy, textural interior — terracotta floor tiles, ochre lighting, walnut timber and dark green tiling. I developed a modern yet approachable logo suite, with clean lines and subtle nods to café culture. The moodboard guided early visual direction, while signage and packaging extended the brand experience into the physical space, creating a seamless and memorable encounter from street front to takeaway.