Specialty Coffee · Brand Direction
A light, sunlit direction for VANT café — warm off-white, pale sage and soft oak. Everyday coffee, calm and unhurried.
01 — The Mood
A sunlit room in off-white plaster — pale sage, light oak and natural daylight. Airy and soft, quietly expensive, never heavy.
02 — The Logo
No character, no figure — the brand is the word itself. One typographic wordmark in Fraunces, locked in weight and tracking, holds at any size and reverses cleanly across the light palette.
Clear space
Keep a minimum breathing space around the lockup equal to x — the cap-height of the "v" — on all sides. Nothing (type, edges, other marks) enters this zone.
Minimum size
Below these sizes the tracking closes up and the tagline becomes unreadable. Drop the tagline before going smaller.
Misuse
03 — Colour
Eight soft tones. An off-white ground, warm sands, pale sage, light oak, and one gentle pop of clay — with production values for print.
Printers: match to CMYK / Pantone; screens use HEX / RGB. Confirm Pantone on a physical draw-down before a full run.
04 — Type
Display — Fraunces (serif)
Take it slowly.Aa Bb Cc — the unhurried cup · 0123456789
Text & labels — Inter (sans)
Specialty Coffee · Sunlit SageClean sans for labels, captions and small caps, with wide tracking on kickers. It carries the fine print while the serif carries the mood — light, warm and everyday-refined.
05 — Signage & Storefront
For the landlord & fit-out engineerThe exterior fascia carries the "vant" wordmark alone — Fraunces, wide tracking, no tagline at this scale. Two illumination options, both warm and low-key.
Front-lit (face-lit): individual metal letters with a cream acrylic face and warm LED behind, so the letterforms glow softly at night. Halo-lit (back-lit): solid metal letters in ink #4A443B, standing off the fascia on hidden studs, with concealed warm LED washing the wall behind for a soft outline halo. Halo-lit reads as the more refined, quieter option and is the recommended default.
| Overall sign width | ≈ 3600 mm — indicative, confirm on-site |
|---|---|
| Overall sign height | ≈ 520 mm (letter zone) — indicative |
| Letter cap-height | ≈ 300 mm |
| Mounting height (underside from floor) | ≈ 2700 mm to underside of letters |
| Projection / depth | ≈ 40 mm letter return; 25 mm standoff from fascia |
| Letter material | Halo-lit: matte-painted brushed metal letters in ink #4A443B. Alt (front-lit): cream acrylic face #F1EBDE on aluminium return |
| Illumination | Concealed warm white LED, 3000 K, dimmable |
| Power / supply | Low-voltage LED driver in fascia void; single switched fused spur — final load by contractor |
| Fixing | Hidden threaded studs into fascia substrate; sealed penetrations. Weight & substrate to be verified by engineer |
| Standoff distance | ≈ 25 mm for halo effect |
Final dimensions to be confirmed against the approved shop-drawing and municipality signage regulations.
06 — In-store · Tables & Environment
For the brand team & fit-outA calm, sunlit space in natural materials — oiled oak, warm plaster and pale sage. The wordmark appears quietly on the tables; nothing shouts.
The table
Light oiled-oak table top with a thin ink edge and a small corner wordmark. The mark can be laser-etched into the oak or set as a small brass / ink inlay — subtle, catching the light.
| Top size (two-seat) | ≈ 600 × 600 mm — indicative, confirm on-site |
|---|---|
| Height | ≈ 740 mm to top surface |
| Top thickness | ≈ 30 mm solid oak |
| Material / finish | Natural oiled oak (oak #C9A97E tone); matte, low-sheen |
| Edge detail | Thin ink #4A443B edge line or a fine chamfer |
| Corner mark | Small "vant" wordmark — laser-etched, or brass / ink inlay ≈ 40 mm wide |
Materials & finishes
Table-top plan
Casual-cool and natural throughout: sunlit plaster, warm oak and soft sage, with clay reserved for the smallest accents. Final dimensions to be confirmed on-site.
07 — Applications & Collateral
For the printersMinimal, on-brand mockups of the everyday items — wordmark, tagline and palette only. Direction, not final artwork.
Takeaway hot cup + sleeve8 / 12 oz double-wall cup · kraft ripple sleeve · 1-colour flexo in ink #4A443B on kraft; sleeve band in sage #A9B7A0
Cold cup (clear)Clear PET / rPET · 16 oz · single-colour screen print, ink #4A443B, wordmark front-centre
Paper carrier bagUncoated kraft, twisted-paper handles · 1-colour print ink #4A443B · sizes S / M
Napkin2-ply recycled, 240×240 mm · single-corner print in sage-deep #6E7E63
Business card — front90×50 mm · 3 mm bleed · uncoated warm-white 400 gsm · ink #4A443B
Business card — reverse90×50 mm · flood sage #A9B7A0 · reversed wordmark in paper #FBF8F1
Menu (A-format)A4 folded to A5 · uncoated warm-white 150 gsm · ink #4A443B + sage #A9B7A0
Loyalty card + rubber stamp85×55 mm card, uncoated · 6-stamp grid · stamp impression in ink #4A443B
Round sticker / labelØ 50 mm · matte uncoated vinyl · sage #A9B7A0 flood, wordmark reversed in paper #FBF8F1
08 — Cups · Full Range
For the brand team & printersThe full cup range — iced, cold and hot — carrying one consistent wordmark. Clear where it should be clear, warm and natural everywhere else.
Iced — clear PET16 / 20 oz · dome lid + straw · 1-colour screen print in ink #4A443B on clear PET · drink tone shows through
Cold to-go — kraft paperKraft / cream cold-cup body · sage #A9B7A0 band · wordmark reversed in paper #FBF8F1 · 1-colour print
Hot — double-wall paper8 / 12 oz cream double-wall cup · oak #C9A97E band + matching ripple sleeve · wordmark in paper · 1-colour flexo
The lineup
Seen together: one wordmark, one tone family, three formats — consistent on the shelf and in hand.
09 — Packaging
For the brand team & printersRetail and takeaway packaging in the same warm, natural palette — kraft and cream, sage and ink, one small clay seal.
Takeaway paper bagUncoated kraft, flat + twisted-paper handles · S / M · 1-colour print in paper #FBF8F1 on oak/kraft ground
Retail bean pouchKraft stand-up pouch, resealable · 250 g · paper label, ink #4A443B + sage #A9B7A0 · origin / roast placeholder
Pastry / food boxCream folding carton · sage #A9B7A0 band · wordmark in ink #4A443B on lid · food-safe uncoated board
Tissue / wrap paperWarm-white tissue · repeating small "vant" pattern · 1-colour sage-deep #6E7E63 · for pastries & retail wrap
Sticker sealØ 50 mm matte uncoated vinyl · sage #A9B7A0 flood · wordmark reversed in paper · seals bags, boxes & wrap
Palette usage across packaging: kraft / cream carries the field, sage & oak the bands and seals, ink the wordmark. Reserve clay for the smallest accents only.
11 — Production Notes
For the printers12 — Downloads
Clean, ready-to-use assets generated right here in the page — identical to the marks shown above.
10 — Social Media Kit
For the brand teamA calm feed.
A practical toolkit for the everyday feed — a coherent grid, reusable story and post templates, all in the wordmark system and the locked palette.
Profile & feed grid
specialty coffee · take it slowly
slowly
latte · 22
room
Grid rhythm: every 3rd tile is a solid palette colour. Keep roughly 60% paper / cream, 30% sage / oak and 10% clay — the clay tile is the one gentle pop. Alternate wordmark, quote, menu and texture tiles so the grid stays calm and never repeats side-by-side.
Templates
slowly specialty coffee
Story — 9:16Reusable template · wordmark top · serif headline · caption bar
cup vant
Post — 1:1Serif headline · small wordmark corner mark
Export sizes: profile avatar 320 px · feed post 1080 × 1080 px · story 1080 × 1920 px. Fraunces for headlines, Inter for captions; keep generous margins and let the space breathe.