Pulp & Grind
Pulp & Grind is a cafe at Sydney Domestic airport serving healthy food and drinks. They approached Harley Johnston Design to update their brand as part of a store refresh with Chee Lam Design. The old store looked like a generic cafe, lacking any point of difference. Upon going through a brand workshop it was clear that the care and thought around healthy organic food and ingredients was not being conveyed as part of the brand. Led by Pulp & Grind we came up with the brand idea around ‘Healthy food made for the morning’. Acai bowls are a big part of the offering at Pulp & Grind and as they are popular in the eastern suburbs beaches this aesthetic influenced the creative direction. The logo shows a sun rising over the water and is pared with a logotype that matches the feel. The dark purple colour is drawn from Acai and is paired with banana, oat and berry colours.
Food and drink photography was created with a sandy background and styled with the healthy natural ingredients that go in to each item.
Orleans was used for the logo wordmark (with a customised ampersand). Marr Sans Condensed was used for headlines, Scto Grotesk A for body copy, and Pitch Sans for supporting captions.
