Plus Two Coffee

Brand Identity
Project Collaborators
Tony Xie, Plus Two Coffee
Alana Cooke, Architect
Tom Ross, Photographer

A specialty coffee shop in Sydney’s Waterloo, Plus Two Coffee offers house-roasted coffee, beautiful food presentation, small bites and coffee education. However, thanks to a unique and inclusive design concept, Plus Two’s interior spaces are where the real magic lies.

As described by the project’s architect Alana Cooke, the typical cafe layout is inverted – with the workbench pushed up against the wall, while equipment and process face outward toward the customer, inviting visual participation in the coffee-making process.

According to Arch Daily: “This shared circulation allows for a conceptual experience more akin to homely hospitality – our space is your space.”

I was approached by Alana Cooke and business owner, Tony Xie to create a visual language that would communicate the cafe’s unique character. We first looked to the space, taking inspiration from the composed palette of hardwood and greys, the light grey terrazzo tiling, along with the added offers of retail and coffee education.

We found that, much like its name, Plus Two is a business of logical layers and additions. To remain aligned with the restrained interior aesthetic, the visual brand identity required a minimal format with moments of customised personality. The concept of layers and additions was realised through the dynamic wordmark which displays various layering possibilities and ultimately concludes in a plus sign, a nod to the business’ name.

The packaging adopts the same typographic treatment, with its own additional layer of stickers listing ingredients and tasting notes. To provide the final tone of character, we created characters that inhabit the different demographics of patrons who frequent Plus Two. Those that drink one coffee a day, those that drink four coffees, and those madcap patrons who down nine coffees a day (and who you definitely shouldn’t make sudden movements around).

© Tina Victoria Afshar 2022

I acknowledge the Traditional Owners of Country throughout Australia and recognise their continuing connection to land, waters and culture.