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. Every touchpoint follows the same grid logic and colour hierarchy, making the brand scalable and easy to roll out across formats.