Project
Fuel visual identity
Discipline
Brand identity
Visual frameworks
Guidelines
Typography
Packaging
Stakeholder communications
Credit
Developed by Treble.
Fuel is an independent coffee shop and espresso bar based in West Sussex, built around careful sourcing, small-batch roasting and considered brewing. The brand needed a visual identity that reflected its character, craft and commitment to hospitality while giving the business a clear and memorable presence within its local community.
Treble developed the name, logotype and identity system, drawing inspiration from vintage car typography and railway lines to create a mark with a subtly nostalgic quality.
The identity placed the logotype at the centre of the brand, supported by a restrained monochromatic palette and a practical set of visual rules. Brand guidelines were developed to support consistent use across key touchpoints, including packaging, takeaway cups, apparel and the café environment.
The result was a simple, confident identity with enough character to feel ownable, memorable and closely connected to the café’s craft and personality.
