zero waste corporate design
As a semester project I developed a corporate design for Frankfurt‘s first zero waste café. The café wants to show that it can be fun to develop ideas for waste avoidance. It‘s about reduction without renunciation and about searching for alternatives to the usual. Instead of lecturing, they want to do things differently and better together.
Just like the café, the corporate design produces no waste. The design means are based on the core values of reduction and modernity, as well as being natural and fun. Following the principle of reduction, the design is limited to the primary colors red, blue and yellow, as well as black and white, and to the basic shapes circle, triangle and rectangle – whereof the choice of the geometrically constructed Futura is derived. Moreover, the Futura stands for ideas of the future. Hand-painted illustrations soften the reduced look and embody the natural and fun aspects of the café.
The structure of the logo is based on a compass and embodies the idea of moving in the right direction. The compass needle – and thus the accent above the E – is formed by a slash. As a further design element, the slash symbolizes the search for alternatives.
Instead of one business card, two stamps are used. The larger stamp in business card format contains the contact data. The smaller, square stamp communicates various values and characteristics of the café and combines the logo with the café‘s name suffix 'natürlich' (literal 'natural'). In this way, the information can be printed on a wide variety of already existing materials, for example, paper and cardboard scraps. A third stamp is used to print only the logo – e.g. at the entrance to workshops or events.
Furthermore, an app makes it possible to place orders, call up the menu and daily offers as well as store receipts.