role
Brand Strategy, Concept Development & Identity Design
context
Jolene is a hybrid café concept combining coffee, food, coworking and a playful community atmosphere.
Designed as a space where adults can work, slow down, connect and spend time with their children in an environment that feels creative, warm and contemporary.
I ideated the concept from the ground up, defining the positioning, naming and overall visual direction.
impact
Created a visual identity inspired by the imperfect handwriting of a child, building a brand that feels spontaneous, recognizable and emotionally immediate.
Designed the interiors and spatial experience to balance aesthetics, functionality and play, developing a visual system that extends across furniture, signage, menus, materials and digital touchpoints.
The project was conceived to fill a gap in the local market, creating a type of space that did not previously exist in this format: a design-led environment combining café culture, coworking and family-friendly experiences in a more contemporary and community-driven way.
