A new brand on the scene this summer, working in the hospitality and tourism sector, Id is a concept that focuses on the unique and different. Relishing on the many ways that people seek to identify themselves.After initial discussions on strategy, it was clear that Id Cafè needed a structure that could fit their potential plans of expansion in the future. To this end, it was suggested that Id Cafè form part of a larger picture. That larger picture was Id.

Id Cafè already came with a logo that they wished to use. Due to the narrow widths that this logo featured, a revised version was designed. Making the logotype more user friendly for the different media on which it would be used upon.It was decided that the colour for the Id logo should be a neutral base colour. Making the logo the starting point for expansions of the brand. Using colour variations to distinguish between them.

With a confirmed Id logo in-hand, the next step was to translate this into a logo for Id Cafè. A new cafè located in Sliema that would be the first endeavour for the Id brand. From here, further material for the Id brand was created. The first of which was a large promotional piece for the cafè, a canvas that would drape the boards covering the interior works of the cafè. In line with the developed campaign concept and tagline of the brand: 'Identify Yourself', thought of before-hand. This canvas exhibited the artwork of a talented urban artist, who sprayed the canvas on-site in Sliema, as it was framed over the covering boards.

Using the Id logo as focal point, the canvas displayed an eccentric but vague teaser image. Giving passers-by on The Strand no clue as to the kind of outlet that would be opening.

Once the cafè opened, the promotional campaign took off in the form of a series of exciting flyers. Click here for more details on the campaign approach.