Coffee Goat
Barista & Graphic Designer
2024
In 2024, I was hired as a barista at Coffee Goat, a small coffee shop located in a busy train station. I'm an artist by nature and always looking for things to do, so when I saw a lack of graphics on their socials, I offered to create a brand identity based off their already-existing logo and make them marketing materials such as brochures and menus. I was also asked to do the shop branding and copy for their second shop and truly, very little has brought me as much joy as seeing my graphic design in real-world print form.
In 2024, I was hired as a barista at Coffee Goat, a small coffee shop located in a busy train station. I'm an artist by nature and always looking for things to do, so when I saw a lack of graphics on their socials, I offered to create a brand identity based off their already-existing logo and make them marketing materials such as brochures and menus. I was also asked to do the shop branding and copy for their second shop and truly, very little has brought me as much joy as seeing my graphic design in real-world print form.
Coffee Goat's Eltham shop location, which I did the design and reworked the marketing copy for. The shop's logo was done by one of Coffee Goat's owners.
FIELDS DISPLAY REGULAR / BLACK
ADELLE SANS LIGHT / SEMIBOLD
COLOURS:
Throughout my work on this project, I sourced vectors from Adobe Stock. Specifically, I would like to credit Yuriy Bogdanov, Icons-Studio, Ahmad Safarudin, and Svitlana Belinska for their art. I also used Yuriy's lines throughout this page for design consistency. Use of art not created by me is noted under each work.
Eltham Station Store
One day, one of Coffee Goat's bosses mentioned they wanted to open a second store in a train station, but they needed to create a pitch for the spot and would I possibly be able make a mockup for their application? Of course, I said yes, and put together a few quick edits.
About a month later, we got the exciting news that they'd won the spot. This meant doing the actual branding for the new store. I only had a few days to turn the un-layered hastily put together edits into something print-ready. The shop owners kindly got me measurements and clear photos of all sides of the stall, while I reworked and polished up my previous designs.
This is one of the coolest things I've ever done.
Eltham Station Store
One day, one of Coffee Goat's bosses mentioned they wanted to open a second store in a train station, but they needed to create a pitch for the spot and would I possibly be able to make a mockup for their application? Of course, I said yes, and put together a few quick edits.
About a month later, we got the exciting news that they'd won the spot. This meant doing the actual branding for the new store. I only had a few days to turn the un-layered hastily put together edits into something print-ready. The shop owners kindly got me measurements and clear photos of all side of the stall, while I reworked and polished my previous designs.
This is one of the coolest things I've ever done.
Initial photos & the edits I made for the shop application.
I sized my artboards to the measurements of the shop walls to ensure my art was accurately sized. There is a shorter variation of the 'Our story...' text on the wall of the first shop -- I cleaned up, edited, and jazzed up the text with the help of my writerly friend.
It was a request from the second of the two shop owners to make sure 'Rise and shine, Eltham!' was somewhere on the design. I used stock from Ahmad Safarudin, Yuriy Bogdanov, and Svitlana Belinska to pad out the design -- with only a few days to put everything together, I didn't have time to make custom illustrations myself, and I'd previously used some of their work to break up the dark colours in our other marketing materials. I also wanted to make sure common customer questions were answered by the menu (Do alternative milks cost extra? How much is a single espresso instead of a double?)
TV Screens
I was asked to put together some images to advertise our products via a wall-mounted TV on the shop wall. Myself and my coworkers took photos to use for the task, and I took inspiration from Costa's in-store displays for the layout. Unfortunately, as I left the job soon after, I ran out of time to do motion graphics, but I would've loved to animate the images coming together on the screen...
Food Labels
We were hand-writing all of our food labels. I thought some printed labels would look more professional. (Tragically, it seems that since I've left they've gone back to hand-writing them, so maybe I was wrong..?)
Hand-Drawn Signs
What is a cafe without a friendly welcoming sign outside of it to entice viewers to visit? The thing I miss most about working for Coffee Goat is getting to hand-draw signs whenever it was quiet. It felt like a little bit of graphic design and a lot of drawing, and I really enjoyed theming them to whatever exciting thing might be happening in the world on that day. I lament only that I don't have better photos of my creations...!
Hand-Drawn Signs
What is a cafe without a friendly welcoming sign outside of it to entice viewers to visit? The thing I miss most about working for Coffee Goat is getting to hand-draw signs whenever it was quiet. It felt like a little bit of graphic design and a lot of drawing, and I really enjoyed theming them to whatever exciting thing might be happening in the world on that day. I lament only that I don't have better photos of my creations...!
Miscellaneous...
Instagram posts, potential marketing materials, brand explorations, and business updates. You can see Ahmad Safarudin and Icons-Studio's art in the back of two of these!
Thank you for taking the time to check this project out. Might I interest you in taking a glance at my work on Star Citizen or Planetary Pest Control next?
copyright 2025. proudly made by miles by hand using semplice.