rebranding // The Java Break Cafe
the goal: redesign a menu for a locally beloved business.
the existing physical menu for The Java Break Cafe is used primarily for takeout. the redesign is intended to reflect this utilitarian quality, while retaining the tongue-in-cheek humor and overall character of the space. the shop itself is filled with nooks and crannies and things to do and explore, which I felt should be reflected in the visual identity.
this dive coffeeshop is blunt, yet kitsch and retro. currently, the visual identity is a inside joke; garish baby blue and pea-soup greens mixed with the Impact typeface (known for its use in online memes) and annual cut-and-paste collages advertising seasonal specialties with dry jokes. in light of this ongoing gag, I wanted the final design to feel lively and gregarious, without sacrificing respectability.
the final design is a 12" x 18" eight page French fold. the imagery and typefaces are largely informed by early to mid-century diner and restaurant menus, as well as drive-in ads. if you'd like to see the brand audit, inspiration, or process, click here.
top to bottom, left to right: cover page of the menu. pages two and three showcasing house specialties. page four, featuring food options. pages five through eight, which feature the majority of the menu and can be viewed as a poster. details of illustrations from pages three and seven.
top to bottom, left to right: table tent featuring seasonal specials. back side of table tent with illustration and QR code. business cards, front and back.
the whole spread, featuring the menu, table tent, business card, and some satisfied customers.
the website was also a bit decrepit. here is my reinterpretation. if you wanna click around on my prototype for this site, click here.
home and menu pages
walkthrough of the prototype
