If there is any criticism against Stone Creek's previous brand, it would be they were too humble—a common trait in Milwaukee. Fox Point, Wisconsin-based LP/w Design Studios was tasked with creating a new identity for Stone Creek six weeks before its new Radio Milwaukee cafe location opened. With the encouragement of Stone Creek, the firm concentrated on the brand theme “Taking Our Play Seriously." “We're all geeks about something,” says art director Patrick Castro. “Whether it's Fantasy Football or sci-fi, we all have something that makes us lose track of time.” In creating the brand experience, Castro and his team designed playful graphics for Tree Hugger Granola and Green Bicycle Espresso—names that spoke to customers' dearly held identities.