Context: 

“Le Phare” is a contemporary cafe in the heart of Lausanne, its concept is built around the idea of slow-living and communication. The mission of the space is not just to provide a location for people to meet and share moments, but also to create a specific ecosystem to promote ideas, visions and give a platform for young artists to perform during the music evenings. The name of the cafe means “lighthouse” in English and carries the symbolic role of a point of attraction for those who seek experiences, connections and a relaxed atmosphere.

Problem: 

“Le Phare” is a project with a wide target audience, yet it mostly communicates to and attracts the young generation through its values and visual language. The positioning strategy is based on the unique nature of the cafe and emotional involvement through events and facilities such as board games and amateur chess tournaments that take place every month. The mission of design in this project involves building a recognizable visual identity with a focus on the color scheme, which should be memorable and associative.

Solution:

The design was built on minimalist principles leaving the spotlight to the color and form. The main symbol is a muted yellow sphere, which is a visual synonym for the shine of the lighthouse. The cut form on the background refers to a child's drawing in which the sun is always in the corner and its light comes in even stripes. The infantilisation is meant to create a warm and nostalgic image. The same principle applies to the colour scheme which includes 6 subdued colours that appear very bright and childish in the standard, unmuted setting. This decision is an allegory of the playground which was a place to explore, make friends and play our first games. “Le Phare” carries the role of a playground we lack in adulthood and shows it in a very delicate manner.

The typography is neutral and structured with a grid. The design was developed in two languages and contains the menus, business cards, posters, merch and patterns.