Aroma Café — Brand Identity

Brief

Aroma Café opened its first location in East Legon in 2026 with a clear ambition: to feel like a destination, not just a coffee stop. They needed a brand that felt premium without feeling cold — something locals would feel pride in, and visitors would photograph.

Approach

We led discovery with the founders and their head barista, mapped competitors across Accra, and arrived at a positioning that emphasized warmth, craft, and the studio-cafe overlap they wanted. The wordmark uses a contemporary serif paired with a tight monogram, leaving room for sub-brands (their roastery is launching next).

Outcome

A complete brand system delivered in six weeks: logo lockups, color and type system, business cards, menu boards, takeaway packaging, an Instagram template kit, and a 48-page brand guidelines PDF for their team to ship without us.

Deliverables

• Logo system (primary, mark, monochrome, knockout)
• Color + typography system
• Stationery (business cards, menu cards, cup sleeves)
• Window signage + interior wayfinding
• Instagram template pack (12 templates)
• 48-page brand guidelines PDF