TheGrind started off as a small, third-wave café in Melrose Arch – an affluent, vibrant and exclusive precinct in Johannesburg – they served artisanal espresso drinks and light healthy and vegan snacks. The previous designers took a cycling aesthetic approach when they designed the
Around mid 2017 TheGrind approached us with a simple brief – to help them grow their visually language and do a lite re-brand exercise. As they had a well established customer base – we knew we could not overhaul the brand from scratch.
We took a minimalist approach and rather simplified some of the elements that we felt was completely unnecessary, we kept the bold wordmark logo and introduced a watercolour pattern to the background to give it some texture and life.
As their business grew so did their menu. They introduced various single-origin beans as part of their retail section and we were tasked to create coffee labels and packaging material that would be eye-catching, yet convey their new brand’s aesthetic.
We had free rein so we decided to keep it fun and quirky and took an illustrative approach with their menu design and packaging.
In 2019 the business grew from a small café into a full healthy eatery. Their focussed on vegan and vegetarian meals and asked us to create a new logo for the restaurant. We wanted to keep it quirky yet give it a more mature feel and after a few concept meetings and iterations decided on a Moroccan aesthetic for the new brand. Their name also changed from The Grind to The Grind Greenery and we had to develop a new logo without losing the “heritage” of the previous logo. We were inspired by the patterns of Moroccan design and designed a custom pattern that we rolled out throughout all the visual material.
We have walked a journey with The Grind Greenery for more than three years and has grown their visual language on all platforms, from print to digital – from marketing campaigns on social media and print to building their website. To see more give them a follow on IG @thegrindza or visit their website www.thegrindgreenery.co.za
“ Ruan from Brandhue.studio has walked a journey with us as a designer and has become part of the family. He has done incredible work for our café over the years. “
BRIAN CO-OWNER AT THE GRIND GREENERY
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*Old designs by previous designer.
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