Brand Identity

Speranza Café

A Tunisian café brand needing a warm, premium identity across packaging and social.

Speranza is a Tunisian café that wanted to feel warm, premium, and recognizable on Instagram before anyone walked through the door. The brief was not "make a pretty logo." It was build a system that works on cups, bags, posts, and promos without looking like five different brands.

The brief

The client needed an identity that reads local and inviting but not cheap: gold accents, cream backgrounds, and typography that feels crafted. Social content was being posted daily, so the system had to be easy to reuse, not a one-off export.

The approach

I started with a wordmark-first direction: a serif-leaning logotype that feels hand-crafted, paired with a simple monogram for small sizes (cup sleeves, profile avatars). Gold became the accent, not the background, so photography and food still lead the feed.

Color roles were locked early: cream for backgrounds, deep brown for text, gold for highlights and CTAs. Every social template uses the same grid, type sizes, and margin rules so the feed reads as one brand when you scroll.

The system in use

Packaging and promo posts share the same type hierarchy. Seasonal campaigns (Ramadan, summer drinks) swap photography but keep the frame, logo placement, and accent color.

Outcome

The identity was adopted across in-store packaging, Instagram, and seasonal promos. The client could hand templates to staff without re-explaining fonts or colors each time. That consistency is what made the brand feel established faster than the business age suggested.

Trade-off

Locking the system this early meant prioritizing consistency over experimentation, every post fits the same grid and palette, which made the feed cohesive fast but left less room for one-off creative swings on individual posts. Given how quickly the client needed to post daily, that was the right call, but it's a real trade-off, not a free win.

What I'd do differently

Video wasn't part of the original brief, and Instagram has shifted toward it since. If I revisited this today, I'd build a short set of Reel/Story motion templates alongside the static system from day one instead of retrofitting them later.

Tools: Adobe Illustrator, Photoshop, InDesign · Full set: Behance