THE NOOK
client
Jason
type of client
street food
category
brand identity, printed collateral
brief
The goal of The Nook's brand identity is to establish a warm, inviting, and adventure-friendly aesthetic that resonates with active outdoor enthusiasts in Park City, Utah. As a coffee and waffle spot nestled along the trail, The Nook should embody the essence of comfort, quality, and convenience while seamlessly blending into the natural surroundings.
what I did
For The Nook, a coffee and waffle brand serving outdoor enthusiasts in Park City, Utah, I designed a patch-style logo that captures the spirit of adventure and comfort. Inspired by outdoor badges, the logo creates a sense of belonging, as if it’s a part of the trail culture. To reinforce the brand’s core product in a subtle yet creative way, I shaped the logo using a waffle pattern, making it instantly recognizable and unique. The design balances rustic charm with a modern, minimal feel, ensuring it resonates with the active, nature-loving community while maintaining a warm and inviting aesthetic.
