Brand Identity for
Joyist Organic Cafe
A hand-crafted brand identity rooted in joy, nourishment, and daily ritual.
Joyist was built on the belief that food should feel as good as it is for you. The brand balances warmth and clarity—inviting, unfussy, and quietly confident—bringing a sense of pleasure and personality to everyday nourishment.
Joyist Organic Cafe
BRAND IDENTITY
PACKAGING DESIGN
HAND LETTERING
SIGNAGE
I created the Joyist brand identity from the ground up for an independently owned organic cafe in Montclair, New Jersey. The work included a custom hand-lettered logo, illustrated signage, and juice bottle packaging designed to feel human, friendly, and instantly recognizable in-store.
The identity was developed to live seamlessly across physical touchpoints, from refrigerated juice cases to farmers markets, while maintaining a cohesive, expressive voice. The hand lettering and illustration bring a sense of craft and approachability, reinforcing Joyist’s mission to make functional food feel joyful rather than clinical.
