Rebranding a historic café looking to the future

Branding is all about the details and not just the creation of a good logo design. Our rebranding strategy for The Lime Kiln café led us to develop its new name and several brand elements that could be used in an assortment of ways throughout the brand implementation. For example, the written logo and the illustrated marque can be used either together or independently of each other.

To offer further variety, we extracted a small section of stylised waves from the bottom right-hand corner of the illustration to create a brand pattern design when repeated. We also developed a colour palette of terracotta with a muted sea green that has a resonance with the café’s surroundings.

Bringing a brand to life relies on a coordinated brand activation of several essentials. The Lime Kiln’s print design included a comprehensive number of items such as stationery, menus, takeaway cups, and paper bags, together with branded clothing. The brand elements we developed were used for these in a variety of ways. For example, in addition to being integrated into the print on most of the items, the wavy pattern design was also embossed onto the business cards. This gave them a sophisticated look that subtly elevates the brand by conveying the impression of quality.

In addition to our graphic design for print, we also used the brand elements to enhance our website design. On the home page, the illustrated marque has been used independently of the written logo. Centrally placed, it instantly draws visitors in; showing the landmark location set against a shining sun. Through these different means the rebranding came into play; combining our fresh visual identity with the appropriate marketing, the café has been promoted as an entirely new entity.

With Crate47 working hand in hand with Liqui, it ensured a fusion between the rebranding and the new cafe interior design – with both reflecting The Lime Kiln’s coastal location. This led Liqui to develop the beach theme throughout the cafe interior with a sophisticated take on a surf shack aesthetic combined with the relaxed luxury of the Riviera in its heyday. There’s a predominance of worn painted wood and natural materials enhanced by a muted palette that reflects the surroundings. The various spaces that make up the cafe design are light and airy with some windows looking out to sea while others give a view of the walled garden that surrounds the café.

The greenery is brought inside with an abundance of potted plants that enrich the interior by adding to the sense of calm and understated elegance; which in turn is reflected in the brand. The synergy between interior design and branding that Liqui and Crate47 create by working together offers our clients a fully integrated service.