The purpose of this project was to create branding that reflects the values I hold personally close to me — building community and inclusivity. I wanted the brand to feel authentic and welcoming, where when you see these characters, you instantly feel welcome. Another inspiration for my characters was the character Miffy, where her cute, simple design drew me to wanting to create a cozy, cute character.

Each character has their own role: Dandy the Daisy is the brand’s face, Tutu the Tulip represents the vegan section on the menu and also pairs with Dandy in different graphics and designs, and Rosa the Rose is the face of the bookstore aspect.

Cafes are known to be third spaces for many people, with a third space being the third most space a person frequents. With that in mind, I wanted to create a space that felt inviting and open to the community. I also had the idea to add a bookstore with the cafe because I personally love books and they are another way of connecting with people and stepping away from the technology that takes up a lot of time and space.