Once Upon a Cup
Brand Strategy | Brand Identity Design | Packaging Design
About the Business
As a new café entering a competitive market, Once Upon a Cup needed a cohesive brand strategy and visual identity that felt distinctive, memorable, and immersive. The goal was to build a brand world that extended beyond the logo, carrying through to packaging, loyalty cards, merchandise, apparel, and in-store applications. Each touchpoint reinforces the fairytale narrative, positioning Once Upon a Cup as a memorable destination for book lovers, creatives, and coffee enthusiasts alike.
Once Upon a Cup is a storybook-inspired coffee shop concept where coffee and cozy reading nooks come together. The brand was designed to evoke warmth, curiosity, and a sense of escape, encouraging guests to slow down, sip thoughtfully, and lose themselves in a good story.
Logo balances whimsical charm with thoughtful strategy to feel memorable, inviting, and distinctive
A serif typeface references classic typography often found in fairytale books
A crown and book were added as nods to the brand’s fairytale and storybook-inspired atmosphere
The frog’s belly and mouth form the shape of a coffee mug, subtly tying the icon to the café concept
The Color Palette
The color palette was designed to feel warm, cozy, and slightly whimsical, supporting the café’s storybook inspired atmosphere. Deep navy evokes quiet late night reading, while rich espresso brown reflects the warmth of freshly brewed coffee. Muted moss green nods to the brand’s fairytale frog icon and woodland charm, while soft cream balances the darker tones to keep the brand inviting and timeless.
