The Hemingway — Brand Identity

Brand identity design for The Hemingway, a bookstore and cafe hybrid. For the logo, I used both decorative and practical serifs to speak to the whimsical and academic nature of the cafe. The textured square motif represents several things—a book, a table where people come to eat or read, and a pen stroke that authors like Ernest Hemingway might have made on their manuscripts. Brand colors and materials consist of warm ochre and tan kraft paper, which are similar to the look and feel of vintage books. I designed this brand identity in response to a prompt by The Brief Club.

My role — Branding, logo design, collateral design