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Efsy | Brand Identity
Brand identity for Cafe in Prague, Czech Republic
Authors: Ruben Movsisian, Daniil Savinskiy
2024
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The story began when a client from Prague approached us with a request for interior design, as well as branding and identity design. The name “Efsy” represents a transcription of the abbreviation from the words Flowers & Coffee (FC), reflecting the idea of a close connection between nature and coffee culture.
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As part of developing the branding strategy, it was important for us to highlight the connection between nature and coffee and create a series of familiar coffee shop merchandise attributes for the client—such as bags, coffee cups, signage, interior navigation, and the menu.
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Efsy Café has a very broad target audience thanks to the “Fresh AM — Sexy PM” concept—during the day, it’s a place to spend time with friends or family, while in the evening, one can retreat to one of the rooms with drinks from the bar.
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The selected Comfortaa font emphasizes the softness in the logo
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In our work on branding, we focused on very creative, artistic versions inspired by water spreading, coffee, and floral themes. The brand’s colors also reflect this connection: we used coffee tones (beige and brown) combined with floral shades (lavender and purple).
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We used this color scheme in areas where more diverse color solutions were needed, such as social media and stickers.
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speical background pattern inspired by water ↓
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The branding ideas continued into the interior design—from very complex yet fluid, soft-shaped signage to wall finishes and an abundance of plants—everything in this project speaks of coffee and flower gardens.
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coffee cups ↓
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↑ street sign
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price sign ↓
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↑ craft paper package
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↓ project team
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final logo updated by Efsy team