Independent concept
Zero Mile Coffee
A Nagpur café that measures every coffee from the centre of the country.
The brief
Specialty coffee in India has a look: pale wood, a single-origin chalkboard, a name that could be anywhere. A new café in Nagpur wanted to open without looking like the last ten.
The job was a name and an identity that belong to one place, work on a paper cup at arm's length, and still read across a busy street.
The ideaAll distances measured from here.
In Nagpur stands the Zero Mile Stone, the point the British survey took as the centre of the country, from which distances were once measured. The café takes that point as its own: the fixed point in your day.
Everything is measured from it. The O of ZERO is a road milestone that is also a zero. Every bag names its real origin and how far it has come, 939 km from Chikmagalur, 506 km from Araku. The menu reads like a distance chart, and loyalty is counted in kilometres.
Identity system
Logo, palette and type: the parts every application is built from.
ALogo
BPalette
- Paper#F6EBDD
- Charcoal#1F1F1E
- Nagpur Orange#E6610E
- Sandstone#C9B08A
- Olive#6F7756
CType
- DisplayAntonLogo, headlines, signage
- TextIBM Plex SansMenus, packaging copy, web
- DataIBM Plex MonoCoordinates, distances, prices
Applications
The system at work, on every surface it lives on.
01 / 06Coffee bags: the real origin and its distance from zero
02 / 06Takeaway: cup wrap, sleeve, sticker and order label
03 / 06Menu: set like a distance chart
04 / 06Cards: ten visits, ten kilometres, one free cup
05 / 06Signage: fascia, door vinyl and projecting sign
06 / 06Patterns: six, each drawn from the idea