ARC

A Sydney coffee house demanding an identity as focused as its craft. We designed a pared-back visual system that frames the coffee experience, using minimal forms and restrained typography to eliminate visual noise. The result is a quiet, contemporary language that is enduring and premium without being distracting.

Creative Direction - Identity - Motion - Web

2024

A Gentle
Beginning

ARC emerged from Sydney’s rich coffee culture with a need for calm.
We developed an identity that wouldn’t shout, but would frame the craft with quiet confidence.
The strategic goal was to create a visual language that felt contemporary, yet warm, and was built to endure beyond fleeting trends.

Form,
Not Noise

At the core is a simple geometric mark and a restrained typographic voice. The system favors clarity over decorative elements, utilizing minimal shapes and a soft, grounded palette specifically to hold space for the coffee itself.

Objects in
Use

The language stretches seamlessly across all touchpoints, from packaging and menus to signage and digital screens. Each piece is deliberately considered and understated, ensuring the brand remains unified without sacrificing individual character.

A Bridge to
Origin

Beyond the core identity, the system extends into Arc’s Origins — a narrative layer that gives voice to the places and people behind each roast. The same quiet clarity carries through in a more expressive context, connecting the brand’s calm precision to the human stories that shape its craft.

Soft
Kinetics

Motion sits at the periphery of the system, defined by subtle shifts that anchor navigation and establish rhythm. This approach prioritizes quiet utility over overt showmanship, offering just enough guidance without ever becoming a distraction.

Colors

We selected coffee-rooted tones balanced with a modern lift. Earth and cream serve as the core palette, charcoal provides necessary structure, and fresh accents inject energy.

Typography

Outfit serves as the primary voice: clear, geometric, and confident at scale. Garamond Premier Pro carries the narrative in the body copy. This combination ensures that headlines remain crisp while supporting copy stays humane and instantly legible.

Built
to Breathe

The result is a cohesive system with deliberate room for air. The brand feels premium without posturing, ensuring the quality of the coffee remains unequivocally at the center of the stage.

Client

Production

Strategy

Photo and Video

Illustration

ARC

Byron Hayes

Tahlia Greene

Heito Monteiro (Brazilian Estate)

Noah Lennox