Project Title

Wild Mint Kitchen Cafe is the chain of coffee shops operating within every flagship House of Fraser department store throughout the UK.

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The brief was to create a complete brand identity from the ground up. Its focus was to reflect the interior styling for this new cafe concept that was developed specifically around the needs of the department store shopper looking for a re-fuel before continuing on their spending sprees.

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The branding was all-encompassing, including logo design, signage, in-store way-finding, menu design and all POS design. Art direction was provided on all photography for POS and menus to maintain a consistent and considered look that was acutely aware of the target audience, appealing to the wide and diverse demographic.