I noticed a lot of the new coffee shops around Toronto were all starting to feel the same, selling overly elaborate $13 drinks that seemed more focused on the aesthetic than the actual coffee itself. That’s where the idea for New Theory came from. I wanted to create a brand that feels intentionally simple, but still intriguing, bringing coffee back to the basics without losing personality. The logo design is heavily inspired by neo-traditional tattoo artwork, with typography that complements that same bold, classic style. I carried that direction throughout the entire branding system, including a menu layout designed to feel clean, straightforward, and easy to navigate. To complete the identity, I also created matching business cards and loyalty cards that keep the branding cohesive across every touchpoint.