SCIENCE MEETS SOUL.
A VISUAL IDENTITY INSPIRED
BY THE INDUSTRIAL CHARACTER
OF THE SPACE AND THE RITUALS
SURROUNDING GREAT COFFEE.
137° WAS CONCEIVED AS MORE THAN A NEIGHBOURHOOD CAFÉ. IT WAS DESIGNED AS A DAILY RITUAL, A PLACE WHERE PRECISION MEETS COMFORT AND WHERE GREAT COFFEE BECOMES PART OF THE RHYTHM OF EVERYDAY LIFE.
DRAWING INSPIRATION FROM THE INDUSTRIAL CHARACTER OF THE SPACE, WE DEVELOPED A VISUAL IDENTITY THAT FEELS DEEPLY CONNECTED TO ITS ENVIRONMENT. WARM TONES, EXPRESSIVE ILLUSTRATIONS AND A DISTINCTIVE WORDMARK WORK TOGETHER TO CREATE A BRAND THAT FEELS BOTH REFINED AND APPROACHABLE. THE RESULT IS AN IDENTITY BUILT AROUND CONTRAST: SCIENCE AND SOUL, PRECISION AND PERSONALITY, SPEED AND STILLNESS.
THE IDENTITY WAS BUILT AROUND A SIMPLE IDEA: THE BRAND SHOULD FEEL LIKE AN EXTENSION OF THE SPACE ITSELF.
THE CAFÉ'S INDUSTRIAL INTERIOR PROVIDED THE FOUNDATION. EXPOSED MATERIALS, MUTED TONES AND ARCHITECTURAL DETAILS INFORMED THE VISUAL SYSTEM, WHILE WARMER COLOURS AND EXPRESSIVE ILLUSTRATIONS INTRODUCED MOMENTS OF ENERGY AND HUMANITY. RATHER THAN COMPETING WITH THE ENVIRONMENT, THE BRANDING WAS DESIGNED TO BELONG WITHIN IT.
AT THE HEART OF THE IDENTITY SITS THE CUSTOM WORDMARK "ONETHREESEVEN°". BY SPELLING OUT THE NAME, THE LOGO BECOMES MORE DISTINCTIVE, MEMORABLE AND OWNABLE, WHILE THE DEGREE SYMBOL SERVES AS A SUBTLE REFERENCE TO THE PRECISION OF COFFEE BREWING.
THE VISUAL LANGUAGE IS FURTHER SUPPORTED BY CUSTOM FREEHAND ILLUSTRATIONS AND A FLEXIBLE TYPOGRAPHIC SYSTEM, CREATING A BRAND THAT FEELS PLAYFUL, APPROACHABLE AND UNMISTAKABLY HUMAN.
01 / IDENTITY SYSTEM
A VISUAL LANGUAGE INSPIRED BY INDUSTRIAL MATERIALS, BALANCED WITH WARMTH AND PERSONALITY.
02 / CUSTOM ILLUSTRATION
A COLLECTION OF HAND-DRAWN ELEMENTS DESIGNED TO BRING ENERGY, CHARACTER AND RECOGNISABLE BRAND MOMENTS.
03 / PACKAGING & TAKEAWAY
DESIGNED TO TRANSFORM EVERYDAY TOUCHPOINTS INTO MEMORABLE BRAND EXPERIENCES.
04 / SOCIAL MEDIA
A FLEXIBLE CONTENT SYSTEM BUILT AROUND STORYTELLING, ATMOSPHERE AND DAILY RITUALS.
05 / ENVIRONMENTAL
GRAPHICS
BRAND ELEMENTS INTEGRATED DIRECTLY INTO THE PHYSICAL SPACE TO CREATE A SEAMLESS CUSTOMER EXPERIENCE.
137° EMERGED AS A BRAND THAT FEELS BOTH CONTEMPORARY AND FAMILIAR. BY COMBINING THE PRECISION ASSOCIATED WITH COFFEE CULTURE WITH A MORE PLAYFUL AND HUMAN VISUAL LANGUAGE, THE IDENTITY CREATES A DISTINCTIVE PRESENCE ACROSS PHYSICAL AND DIGITAL TOUCHPOINTS.
FROM TAKEAWAY PACKAGING AND MERCHANDISE TO SOCIAL CONTENT AND ENVIRONMENTAL GRAPHICS, EVERY ELEMENT CONTRIBUTES TO A COHESIVE EXPERIENCE DESIGNED TO FEEL WELCOMING, MEMORABLE AND FULL OF CHARACTER.
A CAFÉ BUILT AROUND THE IDEA THAT GREAT COFFEE IS BOTH A SCIENCE AND AN ART.
Your Quiet Escape
OUTCOME.
A VISUAL IDENTITY THAT
TRANSFORMS A DAILY COFFEE
RITUAL INTO A MEMORABLE
BRAND EXPERIENCE