The founders of The Leeds Deli, Tory & Nick, told me they wanted to open a ‘Play Café’ and they’ll call it Little Leeds. It was to be a playful & stylish one, led by the top quality food & drink they’re known for, therefore a unique proposition in North Leeds – much more inspired than the typical ‘soft play’ offering. They needed a brand identity which includes a colour palette, typefaces and graphic devices that they could use when creating wall graphics, signage, for social posts and digital marketing.
We went down a slightly retro route – it feels playful for kids and happily nostalgic for the parents. The colour palette is equally vintage, warm midtones with a mix of candy clash and tonal hues. The main typeface is jaunty and imperfect, with a hand-drawn feel. Graphic elements such as hand-drawn scalloped edges, wavy medallions and seaside stripes all help to give the brand a sense of irreverence & playfulness.
