Melrose Coffee

Conceived as an escape from the city's relentless pace, Melrose Coffee is a destination eatery anchored in Californian beach culture and classic American diners. The objective was to craft a cohesive, multi-sensory brand experience that avoided the highly minimalist tropes of contemporary Asian coffee shops, opting instead for a warm, sun-drenched aesthetic.

Spanning the initial visual identity through to interior design and spatial planning, the creative direction leans heavily into the romanticism of Old Hollywood. The visual language balances custom-cut, embossed collaterals and classic typography with vivid gradients of sunset yellows and sandy beiges. This conceptual warmth is seamlessly translated into the physical space, featuring bespoke terrazzo, retro-inspired checkered flooring, and arched light boxes designed to mimic the perpetual glow of a West Coast sunset.