Batch.Works logo over a photo of a box of 3D printed objects

GROUND Café

GROUND Café

GROUND Café

Grounded in Simplicity.

Grounded in Simplicity.

Client:

GROUND Café

Year:

2025

Type:

Brand strategy, Visual identity, Packaging

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Project Brief

A conceptual specialty coffee brand exploring how clarity, restraint, and architectural thinking can shape a timeless hospitality identity.

Designed by DOO® as a strategic branding study, GROUND demonstrates how a disciplined visual system can transform everyday rituals into memorable brand experiences.

A conceptual specialty coffee brand exploring how clarity, restraint, and architectural thinking can shape a timeless hospitality identity.

Designed by DOO® as a strategic branding study, GROUND demonstrates how a disciplined visual system can transform everyday rituals into memorable brand experiences.


A conceptual specialty coffee brand exploring how clarity, restraint, and architectural thinking can shape a timeless hospitality identity.

Designed by DOO® as a strategic branding study, GROUND demonstrates how a disciplined visual system can transform everyday rituals into memorable brand experiences.


Challenge

The specialty coffee industry is saturated with familiar visual language—craft aesthetics, vintage references, and expressive identities.

GROUND challenged this convention by asking a different question: Can simplicity become the strongest brand asset?

The objective was to create a brand that feels contemporary, confident, and enduring without relying on visual excess.

The specialty coffee industry is saturated with familiar visual language—craft aesthetics, vintage references, and expressive identities.

GROUND challenged this convention by asking a different question: Can simplicity become the strongest brand asset?

The objective was to create a brand that feels contemporary, confident, and enduring without relying on visual excess.

Batch.Works product catalogue book on a work top with a graphic printed image on the front
Streetside billboard with flyposters of the Batch.Works brand and illustrations
Streetside billboard with flyposters of the Batch.Works brand and illustrations

Solution

The identity was built around the idea of ground as both a physical foundation and a symbolic one.

Every design decision—from the logo system to typography, colour, layouts, and applications—
follows a single principle:

Reduce everything to what truly matters.

The result is a restrained identity system that feels architectural, flexible, and naturally scalable across physical and digital environments.

The identity was built around the idea of ground as both a physical foundation and a symbolic one.

Every design decision—from the logo system to typography, colour, layouts, and applications—
follows a single principle:

Reduce everything to what truly matters.

The result is a restrained identity system that feels architectural, flexible, and naturally scalable across physical and digital environments.

Streetside billboard with flyposters of the Batch.Works brand and illustrations
Streetside billboard with flyposters of the Batch.Works brand and illustrations
Streetside billboard with flyposters of the Batch.Works brand and illustrations
Streetside billboard with flyposters of the Batch.Works brand and illustrations
Streetside billboard with flyposters of the Batch.Works brand and illustrations
Streetside billboard with flyposters of the Batch.Works brand and illustrations
Project Description
GROUND is not a coffee brand built around decoration. It is a branding exercise in clarity—demonstrating how thoughtful systems, disciplined design, and strategic restraint can create identities that remain relevant long after trends fade.
Services

Brand Strategy

Visual Identity Design

Brand Guidelines

Marketing & Office Collaterals

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