Yours Truly Café
Founded in 2010 with a cosy coffee shop on Long Street and a travelling coffee cart, Yours Truly has grown to become a Cape Town institution. With four shops dotted around Cape Town, serving both day and night along with various self-initiated cultural and social sponsorship programs, Yours Truly has become firmly rooted as a major contributor to young creative landscape of Cape Town.
I was commissioned by owner Daniel Holland to create a new identity for the core brand, which needed to be flexible enough to easily be rolled out consistently over various collateral as well as unique and iconic enough to be memorable and fresh. The solution would also have to be able to accommodate various potential sub-brands, which need to be unique but also clearly part of the brand family.
The solution was to create a visual language that allows for endless variation as long as the basic principle of black mono-line was adhered to, along with simple and minimal typography. Although seemingly ubiquitous, this simple guideline allowed the client to completely own this visual space, thanks to thorough and extensive roll-out over various platforms and collateral.
All images are the property of Hanno van Zyl and may not be reproduced without his consent.