Oi! Coffee & Bakery

Brand identity concept for a Bergen-based café that feels locally rooted, approachable, and distinct in a market of generic coffee chains.

The name "Oi", a common expressive word in Scandinavian everyday speech, set the tone: familiar, playful, and unpretentious. The visual system draws directly from Bergen's coastal palette and youthful energy, making place-based design the core of the brand rather than an afterthought.

Rather than a logo-centric identity, a custom illustration set was developed, functioning as a modular visual language that carries the brand independently of the wordmark. Designed for young urban locals, the playful illustration style was chosen over a more minimal, premium approach. The system was built for flexibility: consistent application across packaging, cups, takeaway bags, and signage without losing visual coherence.