Concept work for Project Pony, a café based on the Central Coast. The identity was created to feel edgy, memorable and unlike your typical café brand. It’s built around the story of a boy delivering coffee to his father by pony each morning.

The bold colour palette is designed to catch the eye, paired with an expressive wordmark that scales down to a monogram made from the brand initials, creating a distinctive and ownable mark.

The illustration style is designed to feel as though it has been made from rope, further tying the identity back to ponies and the story behind the brand.