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Well, located in the center of Helsinki, knows what it’s about. As soon as you step inside the vegetarian café, the words “Well, here’s our menu” introduce you to the available refreshments: butter coffee, chai latte, tea. As you wait to order, a blue color palette softens the metal, glass and cement space. And if you have trouble deciding, another wall graphic proclaims the organic coffee to be “well made.”

Such copywriting is just one of the many charming winks that local studio Bond ran with as it began designing a complete customer experience—from visual identity to digital to spatial design—for Well. The goal was to create a welcoming space to lure passersby in from the busy passageway outside. Inspired by the café’s name, Bond modeled a wave-like element after the circular pattern one sees when looking down a water well. It became the core of Well’s identity, used throughout printed materials and the physical space to fresh effect. The final visual identity ties nicely into the café’s daily communication and advertising, all offering such a cheery “Well-come!” that it’s no wonder Well has since become a regular stop for many.

bond-agency.com

wellcoffee.fi/en

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