Super Wild Coffee
Project description
As freelance art director, concept creator, and identity designer for Puresang, I crafted Super Wild Coffee's brand identity from scratch—a fun cafe chain focusing on lighthearted, self-deprecating hospitality. The "poodleproof" concept adds whimsy to design, logo, visuals, and signage, with a quirky poodle mascot blending French origins (historic hunting dogs) and chic image with "wild" energy. This contrast appeals to fans of playful cafe branding.
The identity highlights poodle elegance vs. untamed wildness, using bold fonts and red-green palette for inviting vibes. Locations span Tour Egée Paris, Versailles Chantiers, Gare du Nord Paris, Porte de Versailles, and Fuerteventura, Spain.
I designed packaging for cups, bags, and papers with witty copy like "the bite is better than the bark" and "don’t let it go to the dogs." Merch includes postcards, cufflinks, key tags, and totes. Signage integrates poodle themes for wild-chic interiors. I art-directed a photoshoot linking drinks to poodle traits:
Teas: Distinguished Wild—Tea Cup Poodle in a cup.
Espresso: Pure Black Aggression—Black poodle on red.
Specialty Drinks: Best in Show—Prize poodle with trophies.
Hot Chocolate: Sit Up and Beg—Brown poodle on cosy chair.
Mochas: No Machos—Spotted poodle with macho hairdo.
Milky Drinks: Extra Fluffy—Fluffy poodle on pink for indulgence.
These images add humor and narrative, enhancing menu communication and social engagement. Super Wild Coffee blends French heritage, bold design, and serious fun for memorable sips.
The identity highlights poodle elegance vs. untamed wildness, using bold fonts and red-green palette for inviting vibes. Locations span Tour Egée Paris, Versailles Chantiers, Gare du Nord Paris, Porte de Versailles, and Fuerteventura, Spain.
I designed packaging for cups, bags, and papers with witty copy like "the bite is better than the bark" and "don’t let it go to the dogs." Merch includes postcards, cufflinks, key tags, and totes. Signage integrates poodle themes for wild-chic interiors. I art-directed a photoshoot linking drinks to poodle traits:
Teas: Distinguished Wild—Tea Cup Poodle in a cup.
Espresso: Pure Black Aggression—Black poodle on red.
Specialty Drinks: Best in Show—Prize poodle with trophies.
Hot Chocolate: Sit Up and Beg—Brown poodle on cosy chair.
Mochas: No Machos—Spotted poodle with macho hairdo.
Milky Drinks: Extra Fluffy—Fluffy poodle on pink for indulgence.
These images add humor and narrative, enhancing menu communication and social engagement. Super Wild Coffee blends French heritage, bold design, and serious fun for memorable sips.
Agency
Puresang
Copywriting
Justine Harcourt de Tourville
Photography
Frank Gielen
Services
Art Direction
Concept
Identity Design
Logo Design
Merchandise
Naming
Storytelling
Concept
Identity Design
Logo Design
Merchandise
Naming
Storytelling
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