Brand guidelines
January 2026
Brew & Bean
Your daily ritual, perfected.
Contents
The system
- 01Foundation
- 02The signature
- 03Voice
- 04Logo system
- 05Colour
- 06Typography
- 07Imagery & motifs
- 08Applications
01 · Foundation
Why we exist
For locals who want more than caffeine, Brew & Bean is the independent coffee shop that turns a daily errand into a small ritual worth looking forward to.
Promise
A genuinely good cup, served by people who are genuinely glad you came in.
02 · The signature
Our visual signature
mark · The Steam Mark
A single rising wisp of steam above the bean — used as a quiet stamp on cups, bags and signage.
03 · Voice
How we sound
“Warm, unhurried and human. We talk like a friendly barista, not a marketing department — plain words, a little wit, never shouty.”
Do
- “Use plain, friendly language”
- “Talk about people and place”
- “Let the coffee be the hero”
Don't
- “Use hype or buzzwords”
- “Shout in all caps”
- “Over-promise or upsell”
Boilerplate
Brew & Bean is an independent specialty coffee shop serving carefully sourced beans and a warm welcome to its neighbourhood, every single morning.
04 · Logo system
Marks
Variants
primary
mono positive
mono negative
mark
Clear space
Reserve clear space equal to the height of the smallest letter in the wordmark around all sides of the lockup.
Min size
Digital: 24px high for the lockup, 16px for the mark alone. Print: 12mm wide for the lockup, 8mm for the mark.
Misuse
Don't stretch, recolour outside the palette, rotate, or apply effects. The mark always reads as a single colour silhouette.
05 · Colour
Palette
Espresso
primary · #3B2417
Depth, roast and craft.
Roast
secondary · #8B5E3C
Warm and grounded.
Crema
accent · #C89B6E
The golden top of a good shot.
Oat Milk
background · #F6F0E7
Soft, calm canvas.
Bean
text · #2A1B12
Honest, legible ink.
Primary scale
50
100
200
300
400
500
600
700
800
900
Accessibility · WCAG contrast
06 · Typography
Type
Display · Fraunces
Ag
Used for: hero statements, page titles, brand voice moments. Always tight tracking. Never use below 24px.
Body · Inter
Ag
Used for paragraph copy, UI, captions, footnotes. Optimised for screens. Default weight 400, emphasis 600.
Scale
07 · Imagery & motifs
Look
Direction
organic handcrafted
Visual keywords: approachable, sans-serif, candid photography, warm.
08 · Applications
In the wild
business card front
social post template 1
letterhead a4
social linkedin banner
08 · Applications
In the wild (cont.)
social instagram story
social facebook cover
deck cover png
poster portrait