WELL, a vegetarian café, was opened in the centre of Helsinki. Bond designed a complete customer experience, from visual identity to digital and spatial design. Located along a busy pedestrian passageway, it was important for the place to stand out and to appear fresh and inviting. Fluent integration with daily communication and advertising was also required of the identity.

The core of WELL’s identity is the wave-like element that has been inspired by the iconic symbol associated with the location. The circular pattern was inspired by how a well looks like from an upper perspective, and this was used in both the printed materials and spatial design The name of the café inspired unique possibilities for copywriting e.g. “Well made coffee”, “Well, here’s our menu” and “Well-come”. The result is a fresh and distinctive café that has become a regular stop for travellers throughout the day.