The Brief:

To create a flexible branding and identity system for the Amex Gold Café, a dual-concept hospitality experience designed to shift seamlessly from an open, walk-in café into a more elevated, reservation-only tasting environment. The challenge was to capture both sides of the experience within a single cohesive identity—balancing a warm, energetic, and accessible daytime atmosphere with a more refined, playful, and immersive expression as the space transformed. The work needed to translate across multiple touchpoints, including spatial design, menus, signage, digital and packaging. All creative was required to align with American Express Gold brand guidelines, ensuring consistency in colour, typography, and hierarchy, while still pushing the identity into a culturally relevant and visually distinctive space.

The Deliverables:

The identity was developed as a creative and expressive interpretation of clock indices and numerical forms, using them as a foundational graphic language to signal movement, rhythm, and transition throughout the space. This was paired with bold, tall typography that works in harmony with the directional qualities of the index system, creating a dynamic and visually striking composition across applications. The result is an energetic and contemporary identity that brings a sense of momentum and structure, offering a fresh, design-led take on the Amex Gold guidelines while maintaining a premium and cohesive brand presence.