As creative lead, I was responsible for developing a complete brand identity for this new startup , including logo design, typography, colour palette, tone of voice, print materials and digital assets.

Drawing on visual references from Japanese audio culture and minimalist design, I worked closely with the founders to translate their vision into a brand that feels both refined and approachable. The identity is cohesive across touch-points, from drinks menus and posters to uniforms and to-go cups.

A key challenge was balancing minimalism with warmth. Through iterative design and thoughtful material choices, the outcome is a brand that resonates with its audience while standing out in a competitive hospitality space.

The Mono logo uses a hand-drawn style to reflect the brand’s creative and informal nature. Its loose, playful lettering gives a sense of individuality and approachability, aligning with Mono’s focus on grassroots culture and community. Designed to feel personal and expressive, the irregular forms help it stand out in a digital landscape while staying adaptable across formats, from signage to social media, without losing its visual identity.

The speaker icon, shown in both outline and fill styles, represents Mono’s connection to sound and creativity. The outline version is clean and versatile, ideal for subtle branding, and is applicable to most use cases. The filled variant adds impact for bold applications like posters or merchandise. Both retain a hand-drawn feel that ties into the brand’s DIY ethos, offering flexibility across mediums while maintaining a consistent, informal, and expressive visual identity.