Son of Dennis
Son of Dennis is a new café situated on Tennyson Road in the Concord area. The name originates from the road name, Tennyson, which translates to "Son of Dennis." Community and approachability are central to Son of Dennis's values. Positioned close to a riverwalk, the café aspires to be the ‘go-to’ spot for everyone—families with children, pet owners, young adults, gym-goers, and working professionals alike. The menu features a variety of offerings, including coffee, shakes, wraps, and acai bowls.
Inspired by Swiss Modernist Design, the branding approach 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, the brand language presents Son of Dennis as a modern, elegant, and approachable café that offers specialty coffee and unique food options in Concord and throughout Sydney.
Category
Branding & Identity
Sector
Food & Hospitality (Cafe)
Custom Logotype
The logotype features a custom-designed font derived from the GTF Good Sans typeface. Its rounded design elements help to convey a brand that is both firm and elegant, aiming to appeal to a broad audience. We also wanted to put an emphasis on the letter “O” because the letter in itself reflects a circular shape. It represents a community circle. This value aligns with Son of Dennis’ vision to become the destination cafe that helps to bring people and families together through food and a cup of coffee. The underline accent is added to add a sense of uniqueness into the brand.
Modernist Grid & Pop Colours
Minimalistic linework is utilised to create various brand patterns that are simple yet fun, quirky, and approachable. The grid system also acts as a visual framework that is used to organise information and also brand elements across the brand collateral. The design avoids overt personal or artistic expression, focusing instead on a neutral and functional approach that prioritises the content and its communication.
The chosen color palette is inspired by the café's stunning sunset view, given its proximity to West Beach and Wangal Reserve. The blend of blue and orange shades is intended to mirror the colours of the sunset, infusing the brand with a sense of warmth and friendliness.
Brand Language in Application
