Myöhä Cafe & Bar brand identity
My involvement with Myöhä, an exclusively vegan bar doubling as a student cafeteria in downtown Helsinki, centered on the strategic development of its brand identity and marketing approach. I was tasked with creating a distinctive image that not only set Myöhä apart from its competitors but also established a clear differentiation from other student cafeterias under the ownership of Ylva, renowned for UniCafe—a chain spanning all four University of Helsinki campuses.
Aligned with Myöhä's mission to offer university students a versatile, day-long lounge experience that adapts to their evolving needs, my design endeavors aimed to encapsulate the essence of this unique establishment. Owned and operated by Ylva, Myöhä fills a niche as the first bar within the UniCafe portfolio. Building upon Ylva's awareness of the demand for an all-vegan lunch option among university students, I focused on presenting Myöhä not merely as a cafeteria but as a dedicated bar emphasizing veganism, sustainability, and local partnerships.
To visually convey Myöhä's primary identity as a vegan-centric bar, I meticulously crafted a bespoke hand-illustrated typographic set. This set, characterized by bubbly, organic shapes, serves as the foundation for the logo and large headers, extending its versatility across various marketing platforms. The integration of similar illustrated graphic elements further amplifies the visual cohesion of the brand.
Drawing inspiration from the retro aesthetics found within the physical space, the color palette was thoughtfully curated. The dominant combination of a vibrant yellow and deep brown mirrors the interior decor, augmented by lighter variations, blues, and rusty oranges. This strategic color selection enhances the overall visual appeal and aligns seamlessly with Myöhä's unique atmosphere.
In summary, my professional involvement in Myöhä's brand identity and marketing strategy encapsulates a holistic approach, strategically aligning design elements with the establishment's mission and distinguishing features within the competitive landscape.
