The brand identity for the cafe, Munch, is driven by heavy use of typography. Although I’m not usually a big fan of Helvetica (everyone uses it), the designer, Hazel Chong, executes an excellent design using it. The logo is simple typography with a mnemonic device in the place of the ‘U’ form. The U-shaped coffee mug sits perfectly in the logotype doing two things. First it clearly states what type of restaurant this is. Second it sets a tone of minimal style and design which is supported by the other element in the identity. I love the commentary used as a way to push the brand and establish a graphic element.