Fillmore Coffee is a hole in the wall neighborhood coffeeshop hidden in a small alley in Setiabudi, Jakarta. The couple behind it named the place “Fillmore” as an homage to a San Francisco district they frequented while they were both living in the Bay Area.

Their aim is to bring the same warm, family-owned atmosphere that the neighborhood is widely known for. Fillmore Coffee’s space is intentionally smaller than most, hoping to bring people closer together through their caffeine fix.

The visual identity aims to bring the laid back, mom-and-pop personality of Fillmore to the forefront. This was achieved through a timeless deli look and colors with an added quirkiness. The logogram itself is a slanted F with a nod to the distinctive building silhouettes often found on San Francisco’s hilly streets. The condensed, rounded sans-serif GT Pressura is chosen as the primary typeface.

On the menu and collateral, the typographic palette is extended with Monosten (Colophon Type Foundry), Hoefler & Co’s Numbers: Revenue and Grilli Type’s GT America Expanded .