Identity and branding

Branding for a Café in New Zealand called ‘Tuckered Out’. The café is located in an industrial area and as such needed an identity that is fairly masculine to attract the working class men of the area. Colours needed to be bright and typography had to be very bold and simple to attract the attention of passers by and motorists from a near-by main road. A character was chosen to illustrate the name of the café with two versions being created. The ‘tuckered out’ man – in need of a good coffee and the ‘content’ man which is used to show the after effect of having a coffee boost in places such as the loyalty card or receipts.