Ines Caffé – Westfield Sydney

Services:
Brand Strategy · Brand Identity · Signage · Packaging

Date:
July 2023

Industry:
Hospitality & Café

A Personal Story Transformed into a Distinctive Café Identity

Ines Caffè was created as a new hospitality concept for Westfield Sydney by an experienced, family-owned restaurant group with an established presence across several Sydney venues.

Named after the owners’ granddaughter, Ines, the brand needed to capture the warmth and personality of its family story while feeling polished and professional enough for its prominent city location.

The Challenge

Create a distinctive identity for a new café that balanced warmth and playfulness with the sophistication required for a premium location within Westfield Sydney.

My Role

Brand strategy, creative direction and identity design, including the development and application of the brand across packaging, signage and customer-facing materials.

What I Delivered

Logo suite, colour palette, typography, supporting graphic elements, storefront signage, takeaway packaging, coffee cups and additional hospitality brand applications.

Collaboration

I worked directly with the business owners to understand their family story, hospitality experience and vision for the new venue. The owners’ granddaughter and her love of purple provided a meaningful starting point for the brand’s personality and colour direction.

The Outcome

A warm and memorable café identity combining a rich purple palette with friendly typography and playful heart details. The resulting brand feels personal and welcoming while maintaining a polished, professional presence suited to its central Sydney location.

Skills & Capabilities

Brand strategy · Creative direction · Identity design · Hospitality branding · Colour development · Typography · Signage · Packaging · Print production · Client communication · Supplier liaison · Project coordination