![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/9b8cc7b0-90f0-4e58-9f3a-ec1e25be737b_rw_1920.png?h=b1de3cb4c32908eccffce52bd7d2bccf)
Efsy | Brand Identity
Brand identity for Cafe in Prague, Czech Republic
Authors: Ruben Movsisian, Daniil Savinskiy
2024
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/f586ca84-2f6e-48d9-b6c7-efb59f0278f6_rw_3840.jpg?h=5f41d374f06f37e661eb63e17d822ac0)
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.
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/b45f56e1-62e1-450b-9b36-5961ff1d6e4a_rw_1200.png?h=ce98d95179552090f7ad21311594998c)
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/4304c842-76ac-4cc4-81b3-1fb5b42c0cb3_rw_1200.png?h=3611f648a17149c7742d21fb5f32ea38)
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/db017f37-b85b-42d5-84e0-bbb33b853a08_rw_1200.png?h=02fd384dd5b77c0df5302cbef021b305)
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.
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/a9ed9c83-789b-48da-9d9e-c51fd8f12472_rw_1920.png?h=a2dc06af7fd0838dc55d0b49c63cfd3c)
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.
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/570cf03a-dd57-469e-9eb6-8dc5c7d62f10_rw_1920.jpg?h=140d2fbd4ffa9fabaea46c00141111c9)
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/a7678622-ad18-4502-a97a-986434e7eb6f_rw_1200.png?h=65a4f82fc6177cdd70d6bfdb2faef593)
The selected Comfortaa font emphasizes the softness in the logo
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/ddea2efa-368f-4eab-b324-33b99b4ca80a_rw_1920.png?h=78d52604c5216ad57322491f7744b4fe)
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).
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/635f5ccc-9840-4b42-bd13-6fea3f39c8a8_rw_1200.png?h=347cdef3b985e03bb50ebe02d4cba503)
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/d16c7806-2cc9-4322-a4ec-ec9e95e8e236_rw_1200.png?h=a46c34f25227864867c094be5270e430)
We used this color scheme in areas where more diverse color solutions were needed, such as social media and stickers.
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/e7c1718e-6e16-4cb4-9c0d-0ea203ed5c54_rw_1920.png?h=c121de1926fdc03640f90ffbbda59886)
speical background pattern inspired by water ↓
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/46080ccb-3d22-4e56-9290-53574dd88f3e_rw_1920.png?h=a77fb6aeb0064f710c272fc511f857bc)
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.
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/4ace4e9c-56ff-4e3e-8d7c-bf981154bf2c_rw_3840.jpg?h=34c8f6067c8a8a0aa2c3426c7c3ec166)
coffee cups ↓
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/251dacf8-695e-4577-9390-4f84ac66ea32_rw_1920.jpg?h=5a088b80bb9095e58f0190d5a7b35809)
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/d532ac4f-6c4d-443d-9ecd-1a00d09f96a6_rw_1200.png?h=46e285f514aa3cbfdbf42d401be62d73)
↑ street sign
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/28a2d69e-e9a5-426e-9d3f-21bf6cf53bb4_rw_3840.jpg?h=2f29d8ba32e4556f7de06735bd671768)
price sign ↓
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/9428db8b-c636-43ee-ba71-af0292a1ed2c_rw_1200.png?h=80a22606c23e7b21fc20f6a37257cb11)
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/876baa19-237b-4894-8c6b-213dff19b4b7_rw_1200.png?h=a10413278eddf90c029c3748f7a711ae)
↑ craft paper package
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/14d3b1eb-300e-4066-b7c0-7bb0b6a84c74_rw_1920.png?h=1cda4667d868ae6bc3770563e0e6ec01)
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/c5a73bd6-d5db-41d5-8247-a1da8b3ace68_rw_3840.jpg?h=fb4b5bdc775d9f46bd1e6e7cbabebee1)
↓ project team
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/3c775579-1e5e-4118-921a-8a387c7d7888_rw_1200.png?h=ba27be8b5ad4e0deb2c7ef03a7328392)
![](https://cdn.myportfolio.com/94c5c0cf-cf7a-4607-bdea-9e52eec0cbdc/40506b72-4b64-468d-b61e-2dc0ea83dac3_rw_1920.png?h=6810422e0eb036d7129cd8ab11203ff4)
final logo updated by Efsy team