Briki’s brand is built on the principles of warmth, authenticity, and quality. The café’s inviting space, featuring old-school wooden tables and chairs, lush greenery, and a carefully curated selection of Greek treats, reflects its commitment to a cosy yet refined aesthetic. The coffee is carefully curated and quality tested throughout the day with a large part of the Barista training process instilling an appreciation for the craft and the high standards that come with specialty coffee. Moreover, the environment fosters a sense of community, making it a place where both regulars and newcomers feel at home.
Briki’s brand identity was already strong in concept but required standardization and scalability to ensure consistency across digital and physical touchpoints. The brand evolution focused on refining its core elements while maintaining its warm, independent, and community-driven appeal.
Before development, Briki had a website that didn’t work very well, was outdated and in many respects unprofessional. As well as the desire to have a clean and professional digital presence for people looking up the shop online we recognised many customers asked for a menu and that the website could help us cover that goal too with a digital, mobile-friendly menu.
Briki’s branding lacked formal guidelines and scalability, leading to inconsistencies in application. Indeed, customers would often ask staff in store what the name of the shop was and what are main products were. While the original logo was recognizable and effective, it needed refinement for versatility across different formats, from print to digital
Logo Refinement: Standardizing and upscaling the existing briki pot icon to ensure cleaner reproduction across all media.
Badge: Introducing a compact “Briki London” badge for branding flexibility, used on digital materials, packaging, and signage.
Establishing clear typography, color palette, and layout principles to unify the brand experience across digital and physical formats.
The refined branding was systematically applied to Briki’s website, packaging, signage, and digital marketing materials, ensuring cohesion and recognizability across all customer touchpoints. The logo and badge were incorporated into merchandise, table cards, loyalty cards, and social media assets, strengthening brand awareness while retaining the organic, friendly character that makes Briki unique.
Briki’s audience can be divided into two key demographics:
Briki’s ability to balance cultural authenticity with broad accessibility is central to its success. While it serves as a touchpoint for Greek culture, the branding and experience are inclusive, ensuring that all customers, regardless of background, feel welcomed and engaged.
Briki’s brand tone is friendly, calm, and unpretentious, embodying the warmth of Mediterranean hospitality while maintaining the refined quality expected of a top-tier coffee shop. Unlike the more formal or overly polished service styles found in larger chains, Briki’s team fosters a genuine, relaxed atmosphere. The staff deliver service that is:
Briki stands apart from competitors in Exmouth Market through its dual identity:
On weekends, the café transforms into an immersive experience where Greek language, customs, and traditions create an atmosphere reminiscent of a neighbourhood café in Greece. Yet, for those who simply seek great coffee and a relaxed environment, Briki remains an accessible and inviting space throughout the week.
As part of my work with Briki I developed a comprehensive brand package, including a structured set of logo usage guidelines to maintain a consistent and recognizable brand presence.
Briki’s logo is a simple yet highly effective mark, an abstract curved line forming the shape of a traditional briki pot (a small copper vessel used for brewing Greek coffee). This minimalistic design is clean, versatile, and instantly recognizable, making it a strong visual asset across both physical and digital applications.
As part of the brand development process, I standardized and upscaled the logo to ensure consistency in resolution, proportions, and clarity across all branded materials. This included preparing high-quality vector files suitable for various print and digital media, ensuring the logo retains its sharpness and impact whether displayed on a tote bag, coffee cup, signage, or online platform.
Briki’s colour identity is rooted in simplicity and harmony, aligning with the shop’s warm, organic aesthetic:
Typography plays a crucial role in Briki’s brand presence, balancing modern elegance with a clean, approachable feel:
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