The Hazelnut Cafe is a fictional neighborhood coffee shop and brunch destination known for its cozy atmosphere, quirky charm, and hip energy. Tucked into a walkable corner of NYC, it’s the kind of place that’s always buzzing—filled with the hum of conversation, the clink of ceramic mugs, and the smell of fresh biscuits and roasted beans. A local favorite among creatives, students, and young professionals, the cafe strikes the perfect balance between high-end and affordable, offering thoughtfully sourced coffee and homemade pastries.
To bring this story to life visually, I developed a comprehensive brand identity that reflects the handcrafted quality of their offerings and the welcoming, slightly offbeat personality of the space. The branding system includes original logos and a distinctive, custom illustrated icon. Additionally I designed wayfinding signage, custom packaging, and menus. Every element was designed to feel curated yet casual—sophisticated enough to stand out in a competitive market, but playful and inviting enough to make people want to linger.
Designer: Susan Allen
© Mischief & Co 2025
