Craft Cafe Branding & Design
Murphy Empire partnered with Craft Cafe, a Maine-based artisanal café and store dedicated to locally grown and sustainably produced foods and goods, to develop a comprehensive brand identity system. We created a custom logotype, hand-drawn typography, an expansive illustrated mark system, and applied the brand across print, website, social, signage, and merchandise—from deli paper and counters to building façade and gift cards. The identity embodies Craft Cafe’s commitment to community, sustainability, home-style food, and the natural beauty of Maine.
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Brand Identity & Creative Direction
Our creative direction focused on authenticity, warmth, and local connection. The visual identity system was inspired by Maine’s rhythms—farm, forest, coast—and by the sense of gathering, generosity, and craft. Every detail—from mark design and illustration to typography and textures—supports a brand voice rooted in place, togetherness, and quality.
Logo Design & Visual Language
We designed a custom logotype complemented by a flexible illustrated mark system featuring handcrafted elements that reference nature, foodways, and makers. The supporting visual language includes rich typographic treatment, texture overlays, and a palette drawn from harvest and environment. This system allows the brand to feel at home on café menus, product packaging, signage, and social visuals alike.
Print, Website, Signage & Merchandise
We extended the brand identity into café signage, storefront facade graphics, printed menus, deli-paper wrapping, branded merchandise and swag, and a fully custom website. Each asset was crafted to serve both function and charm—ensuring Craft Cafe’s presence feels welcoming, genuine, and reflective of the makers and local community it supports.
Deliverables
Brand Strategy & Visual Identity System
Custom Logotype & Illustrated Mark Suite
Website Design & Development
Print & Web Assets (menus, packaging, deli paper)
Storefront Signage, Merchandise & Swag Design
Explore more of our work in Logo Design, or Website Design.