Son of Dennis Cafe — Linda Widjaja

Son of Dennis

Category
Branding & Identity

Sector
Food & Hospitality (Cafe)

A little bit about the project.

Son of Dennis is a new cafe located at Tennyson Road in the Concord area.
The name of the business derives from the road name Tennyson which literally means Son of Dennis. Located near to a riverwalk, the owner wanted this cafe to be the go-to place for people to hang out and enjoy quality time with family, friends, and even pets. The cafe provides food/drink offerings ranging from coffee, shakes, wraps, and acai bowls.

Community & approachability are the main core values at the heart of Son of Dennis. Everything that they do is to serve the community at Concord and also the greater Sydney. Their goal is to be the ‘destination cafe’ in Sydney that makes people feel welcome and want to keep coming back for more. It’s a cafe that becomes the go-to place for people of all ages — families with children, people with pets, young adults, gym people, and working professionals.

Branding Rationale

Visual Inspiration

Inspired by Swiss Modernist Design, the branding direction focuses on representing Son of Dennis as a destination cafe that places community and their customers at the center of their service.
By honing on the power of simplicity and minimalism, we can visually depict and position Son of Dennis as a modern, elegant, yet approachable cafe that serves specialty coffee drinks and offbeat food in Concord and the wider Sydney area.
Chosen colour palette

Son of Dennis’ cafe is located at such a unique and strategic location. It is near the water areas such as Bay West beach and Wangal reserve. It is a perfect spot for families and friends to chill and enjoy some sun. Therefore, we wanted to incorporate a pop colour such as navy and sunset orange to evoke a sense of warmth, fun and friendliness into the brand.

Final Branding

Through the creation of this logo, our main aim is to visually display Son of Dennis as the go-to destination cafe that is friendly, approachable, and distinctive in its food offering and customer service. The grid system from the logo is then extended as a brand language across various collaterals. Minimalistic linework is utilised to create various grid patterns that are simple yet fun, unique, and approachable. The grid system also acts as a visual framework that can be used to organise information and also brand elements across the brand collateral.