The client wanted a space that expresses harmony through a clear duality for their new café/bar — a place where brunch seamlessly meets drinks.

☕️ By day, it’s a calm and welcoming spot filled with fresh croissants and gentle conversations.
🍸 By night, it transforms into a lively and playful cocktail bar where the lights dim and the music gets louder.

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

Goal: Turn this duality into a clear, emotional brand.

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

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

— We designed two mascots with opposite vibes: an introverted owl for calm mornings and an extroverted parrot for energetic evenings.

— We created a modular visual system where every brand element could shift from "calm" to "chaotic" while maintaining overall cohesion.

— We used interior design elements as a foundation: textures, colors, and finishes were incorporated into the identity so the brand stays organically connected to the physical space.

— We developed a set of templates and assets for social media, menus, cups, banners, and so on—all designed to adapt to the mood without losing consistency.

A brand identity that instantly makes this duality clear — and incredibly engaging at the same time. Every touchpoint invites guests to pick a side… or blend both.

Wake&Shake is more than just a place. Its atmosphere shifts every hour — just like its guests.