The Louies’ Brand Transformation: Embracing Mid-Century Modern Design

Designed by Harriet Cann

The Louies is a collection of cafes located in South London and Margate, integrated into existing spaces such as housing developments, art galleries, and a church. Seeking to refresh their brand for better business growth, they aimed for a cohesive and unified identity.

In response, Harriet developed a distinctive brand language that captures the playful and energetic spirit of the company, helping it stand out in a competitive market. Drawing inspiration from the cafes' vintage decor, the branding incorporates visual elements of mid-century modern design—a period known for its optimism and joie de vivre. 

The logo embodies the dynamic essence of The Louies’ diverse communities, with an upward trajectory that symbolizes buoyancy and joy across all brand applications.

The warm, vibrant color palette creates a welcoming atmosphere in each of The Louies’ venues. A selection of four equally warm neutrals complements the vibrant hues, while off-white and black are used for any monochrome applications.

Harriet Cann is a multidisciplinary graphic designer based in London. With six years of experience in the field, she has developed a strong passion for expressive typography, concept-driven brand design, and motion graphics. Harriet has collaborated with globally recognized brands including adidas, The Wall Street Journal, lululemon, The Independent, and The Evening Standard.

The Louies’ Brand Transformation: Embracing Mid-Century Modern Design

Designed by Harriet Cann

The Louies is a collection of cafes located in South London and Margate, integrated into existing spaces such as housing developments, art galleries, and a church. Seeking to refresh their brand for better business growth, they aimed for a cohesive and unified identity.

In response, Harriet developed a distinctive brand language that captures the playful and energetic spirit of the company, helping it stand out in a competitive market. Drawing inspiration from the cafes' vintage decor, the branding incorporates visual elements of mid-century modern design—a period known for its optimism and joie de vivre.

The logo embodies the dynamic essence of The Louies’ diverse communities, with an upward trajectory that symbolizes buoyancy and joy across all brand applications.

The warm, vibrant color palette creates a welcoming atmosphere in each of The Louies’ venues. A selection of four equally warm neutrals complements the vibrant hues, while off-white and black are used for any monochrome applications.

Harriet Cann is a multidisciplinary graphic designer based in London. With six years of experience in the field, she has developed a strong passion for expressive typography, concept-driven brand design, and motion graphics. Harriet has collaborated with globally recognized brands including adidas, The Wall Street Journal, lululemon, The Independent, and The Evening Standard.