About
Monk Café is located in one of Montréal's up and coming neighbourhoods, called Ville-Émard, while on the main strip the cafe is named after: Boul Monk. After opening in May 2023, they've become an overnight staple in the neighbourhood for their third-wave coffee, eclectic style and local ingredients. Above their Québec-sourced coffees, beers and alcohols, the local ingredient they're most known for are their home-grown mushrooms in a farm located below the restaurant.
OBJECTIVE
The café is a local treasure, but needs a solidified brand identity for better recognition and attract more people to this almost hidden gem.
Background
Monk Café serves as a vibrant hub for community interaction, hosting a diverse local market that showcases an eclectic range of goods from neighborhood vendors, including cutting boards, hot sauces, and artisanal soaps. This establishment embodies a welcoming environment akin to a second home, fostering connections among residents and visitors alike. The name "Émard," derived from the German "Haimhard," meaning "home" and "hard strong," underscores the café's commitment to cultivating a sense of belonging. While coincidentally named after its street, Monk Café channels the communal spirit often associated with monks, striving to create a tight-knit community within its walls.
Rationale
The café's branding reflects a blend of tradition and modernity, as evidenced by the playful adaptation of a monk character, originally symbolized by a mushroom, now sporting a beanie and skateboard to resonate with the youthful demographic it attracts. This character embodies the cafe's casual, edgy vibe, challenging the norms of its evolving neighborhood. In line with its local ethos, Monk Café's color palette, primarily composed of blue and beige tones, offers a contemporary twist on Québec's flag, complementing the restaurant's blue and white interior decor. Furthermore, the company logo features Radio Grotesk, a font from Montreal's Pangram Pangram Foundry, reinforcing its ties to the community. As Monk Café continues to evolve, it remains committed to its mission of uniting the neighbourhood's best offerings under one roof, while embracing the dynamic spirit of its diverse clientele.
