LO-FI Cafe
Brand Identity · Art Direction · Mural Design · Environmental Graphics
The Brief
LO-FI Cafe initially commissioned a large-scale mural for its new space on Nostrand Avenue in Bed-Stuy, Brooklyn. The goal was to create a bold visual centerpiece that reflected the café’s personality and helped establish a distinctive sense of place.
As the project developed, the collaboration expanded beyond the mural into a broader visual identity encompassing the logo, branding, signage, and merch.
The Approach
The branding grew organically from the physical environment rather than beginning with a traditional logo-first process. The mural established a graphic language built around bold typography, hand-drawn elements, and a restrained black-and-white palette, which was then translated into a cohesive identity system.
That visual language extended across the logo, signage, uniforms, and other customer-facing touchpoints, creating a brand that feels connected to both the café’s interior and its Brooklyn neighborhood.
Role & Execution
Creative direction, brand identity, logo design, mural design and painting, environmental graphics, signage, and merch.
Project Note
What began as a single mural ultimately became the foundation for an entire branding project. Developing the identity from the mural outward made the project particularly rewarding, allowing the character of LO-FI to emerge through artwork that refllects the community first and then expand into a visual system designed for all aspects of the business.