25AH

Guilty Pleasure Café

Since opening in Umeå in 2021, Guilty Pleasure has been serving seriously good food with a generous dose of humor and a welcoming vibe. When expanding to Sundsvall, 25AH were commissioned to create a new visual identity — one that reinterprets Guilty Pleasure’s big personality.

The new identity draws inspiration from the fun and casual vibe of American diners and the refined elegance of a New York Soho bistro. The color palette builds on the interior’s green and warm white, while red and pink adds energy. The new identity spans from digital platforms, printed materials, and interior elements e.g. menus, signage, tableware and social media.

Typography and layouts takes inspiration from street food menus with clear, direct communication mixed with playful, illustrative elements. Graphic elements pay tribute to classic New York pizza joints, while neon signage reinforces the bistro-diner fusion.

We created a custom typeface exclusively for GP’s, giving the brand a unique signature. Together with a playful illustration style, bringing Guilty Pleasure Café’s vibrant personality to life and capturing the café’s energy, reflecting its “Brunch Dinner Disco” concept.

Photography: Hampus Fredman

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