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/vegan snacks. The previous designers took a cycling aesthetic approach when they designed the original brand as it was originally just a small cafe in a cycling store.
Around 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 – so we took a transformative approach.
We simplified some of the elements that we felt was completely unnecessary, kept the bold wordmark logo and introduced a watercolour texture 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, to a full healthy-eatery. They 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. Their name 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.
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