A coffee shop and kids' activity space in Vancouver. Parents, coffee-lovers, and children come here to connect, learn, and recharge. Sometimes together, sometimes apart. A mother works on her laptop while her son learns to paint in the next room. Ashleigh is no longer just Tommy's mom. She is Ashleigh again.
Brand Strategy
Visual Identity
Website Design
Stationary Design
Art Direction
Create a brand that works for adults and kids at the same time. Playful but not childish. Warm but not cute. A coffee shop you would go to alone. A place you would trust with your children.
We started with strategy, building the brand DNA, positioning, and messaging around one insight: these are parents who love their children and also miss who they were before. The visual identity followed from there. We created six mascots representing courage, integrity, purpose, gratitude, resilience, and wisdom, brought to life through hand-drawn illustrations that feel personal and warm. They show up everywhere, from windows to merchandise to colouring sheets, becoming familiar faces for regulars.The coffee cups became a touchpoint worth talking about. Different designs, each carrying a message that finds you. Custom illustrations live in different corners of the space, layered with hidden details that reward a closer look. Each one reimagines a real area of Particles: the yoga room, the reading nook, the coffee bar. The palette is blue and peach, timeless and easy. The result is a brand that feels fun and a little naive.
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