What really makes a brand have life isn’t just the simplicity and wit in its logo, but also how the identity plays out throughout the touch points. The brilliant thing about Wisconsin Street Cafe and Bakery is the logo is more fluid and isn’t constrained to the same format everywhere. It can take the shape of tires, become a pattern, or even become tire tracks making it dynamic.
The brand’s voice and tone come out in the packaging through copy and unexpected areas of design, eg. the inside bottom of the coffee carrier.
Excellent work and thought shown here by RT Vrieze.