The client came to us with a unique concept:

☕️ By day — a calm, welcoming spot with fresh croissants and gentle conversations.
🍸 By night — a loud, playful cocktail bar where the lights go down and the music comes up.

Create a visual identity that reflects the contrast at the heart of Wake&Shake — a café that starts with cozy breakfasts and ends with bold nightlife.

The goal: turn that duality into a clear, emotional brand experience.

We built the identity around two visual personalities — one for each mood. The brand doesn’t just "balance" opposites. It celebrates them.

We brought the duality to life — not just visually, but emotionally. Here’s how:

Designed two mascots with opposite vibes: an introverted owl for the slow mornings, and an extroverted parrot for the high-energy nights

Built a modular visual system, where each brand asset could shift between "calm" and "chaotic" — but still feel cohesive

Used interior design elements as a base: textures, colors, and finishes were carried into the identity to keep the brand grounded in the physical space

Created a set of templates and assets for socials, menus, cups, banners, and more — all designed to flex between moods without losing consistency

An identity that makes the duality instantly clear — and deliciously fun. Every touchpoint invites guests to pick their side… or live both.

Wake&Shake is now more than a place. It’s a vibe that shifts with the hour — just like its guests.