Briki

Brand system

I cleaned up and upscaled the hand-drawn briki pot mark, keeping its rough line texture for character, and added a “Briki London” badge and a vertical lockup. I then set the palette (anchored by Sea Nymph green), typography and layout rules across signage, packaging, merch and social: cohesive without feeling corporate.

Website and digital menu

A mobile-first Webflow site, launched March 2024, built around a QR-accessible menu that staff can update as prices and specials change.

Working in the shop alongside the project meant I could watch customers use it. When QR scans landed people on the homepage, they hesitated: they wanted the menu. I reworked the navigation so the menu comes first.

The site also includes a supplier showcase with roaster Area 51 Coffee, featuring a product shoot I directed; a “Dogs of Briki” photo upload for the shop’s four-legged regulars; and a customer feedback form.

Pay It Forward gift cards

Customers kept asking for gift cards, and homelessness is visible around Exmouth Market and King’s Cross. I designed single-use £5 paper cards that customers can give as a gift or pass on to someone in need for a coffee and something to eat. Any unspent balance is donated to housing charity Shelter, which kept the cards single-use without an expensive digital system.

The card designs feature my own illustration. Over 200 sold in the first holiday season.

Table cards and QR codes

Small tables were cluttered with supplier cards, so we considered combining key information into a Briki-branded one. Here’s an early playful draft for a Briki-branded table card (utilising AI-generated product images matched to Briki’s real tableware and presentation).

We decided against it in the end. I agreed it was a bit loud; Briki’s brand was elegant and understated. Instead we kept the tables completely free of cards and just placed QR stickers on table corners, with more codes by the counter.