Brandhue
Brandhue

THE GRIND

GREENERY

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

original brand (click to see)

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.

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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.

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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.

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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

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Photos Alexi Portokallis

Art Direction Ruan Blignaut

Website Dev. Ruan Blignaut

“ 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

© 2021 BligGroup (Pty) Ltd. T/A BrandHue | All Rights Reserved

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*Old designs by previous designer.

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