Basically essential.
The brief: create a brand identity for a café and pantry with a back-to-basics approach to food and drink, and a determination to do the simple things exceptionally well.
The ‘basically essential’ tagline reinforces the quality of Staple’s thoughtfully curated range while quietly poking fun at Melbourne’s coffee and food obsession. Building on this idea, the identity that was developed combines crafted copywriting to tell the story of the brand’s everyday staples, with typography and a colour palette inspired by vintage food posters.
