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Where.s Fred.s is a central London cafe and wine bar, serving a specialty wine menu and small plates, and a sexy but sophisticated atmosphere.

​

Read more about the project here.

DELIVERABLES:

​

Brand identity

Website design and build

Menu board design

Menu design

In-house collateral

​

Photography by Enzo Cerri. Interiors by Block1.

Where.s Fred.s

To view this project's website, click here.

Store front of our client's London restaurant and wine bar, Where.s Fred.s
Pastry packaging design for our client's London coffee bar, Where.s Fred.s
Logo design for our client's London coffee bar, Where.s Fred.s, on the background image of a coffee cup
Interior of our client's London restaurant and wine bar, Where.s Fred.s
Website design for our client's London coffee bar, Where.s Fred.s, on the background image of their interior design
Logo design for our client's London coffee bar, Where.s Fred.s, on the background image of a two iced coffees.
Customer receipt design for our client's London coffee bar, Where.s Fred.s, on the background image of their interior design
Interior of our client's London restaurant and wine bar, Where.s Fred.s
Logo design for our client's London coffee bar, Where.s Fred.s, on the background image of two aperol spritz'.
Instagram content design for our client's London coffee bar, Where.s Fred.s, on the background image of their interior design
Interior of our client's London restaurant and wine bar, Where.s Fred.s
Outdoor menu and logo design for our client's London coffee bar, Where.s Fred.s
Outdoor menu and logo design for our client's London coffee bar, Where.s Fred.s
Outdoor menu and logo design for our client's London coffee bar, Where.s Fred.s

Where.s Fred.s

Where.s Fred.s is a central London cafe and wine bar, serving a specialty wine menu and small plates, and a sexy but sophisticated atmosphere.

​

Read more about the project here.

DELIVERABLES:

​

Brand identity

Website design and build

Menu board design

Menu design

In-house collateral

​

Photography by Enzo Cerri. Interiors by Block1.

To view this project's website, click here.

Store front of our client's London restaurant and wine bar, Where.s Fred.s

To view this project's website, click here.

To view this project's website, click here.

Pastry packaging design for our client's London coffee bar, Where.s Fred.s
Pastry packaging design for our client's London coffee bar, Where.s Fred.s
Pastry packaging design for our client's London coffee bar, Where.s Fred.s
Pastry packaging design for our client's London coffee bar, Where.s Fred.s
Pastry packaging design for our client's London coffee bar, Where.s Fred.s
Pastry packaging design for our client's London coffee bar, Where.s Fred.s
Store front of our client's London restaurant and wine bar, Where.s Fred.s
Pastry packaging design for our client's London coffee bar, Where.s Fred.s
Interior of our client's London restaurant and wine bar, Where.s Fred.s
Logo design for our client's London coffee bar, Where.s Fred.s, on the background image of a coffee cup.
Website design for our client's London coffee bar, Where.s Fred.s, on the background image of their interior design
Logo design for our client's London coffee bar, Where.s Fred.s, on the background image of a two iced coffees.
Interior of our client's London restaurant and wine bar, Where.s Fred.s
Customer reciept design for our client's London coffee bar, Where.s Fred.s, on the background image of their interior design
Logo design for our client's London coffee bar, Where.s Fred.s, on the background image of two aperol spritz'.
Interior of our client's London restaurant and wine bar, Where.s Fred.s
Interior of our client's London restaurant and wine bar, Where.s Fred.s
Outdoor menu and logo design for our client's London coffee bar, Where.s Fred.s
Interior of our client's London restaurant and wine bar, Where.s Fred.s
Interior of our client's London restaurant and wine bar, Where.s Fred.s
Pastry packaging design for our client's London coffee bar, Where.s Fred.s
Customer receipt design for our client's London coffee bar, Where.s Fred.s, on the background image of their interior design
Outdoor menu and logo design for our client's London coffee bar, Where.s Fred.s
Website design for our client's London coffee bar, Where.s Fred.s, on the background image of their interior design
Interior of our client's London restaurant and wine bar, Where.s Fred.s
Logo design for our client's London coffee bar, Where.s Fred.s, on the background image of a coffee cup.
Store front of our client's London restaurant and wine bar, Where.s Fred.s
Logo design for our client's London coffee bar, Where.s Fred.s, on the background image of a two iced coffees.
Logo design for our client's London coffee bar, Where.s Fred.s, on the background image of two aperol spritz'.
Instagram content design for our client's London coffee bar, Where.s Fred.s, on the background image of their interior design
Interior of our client's London restaurant and wine bar, Where.s Fred.s
Store front of our client's London restaurant and wine bar, Where.s Fred.s
Pastry packaging design for our client's London coffee bar, Where.s Fred.s
Pastry packaging design for our client's London coffee bar, Where.s Fred.s
Pastry packaging design for our client's London coffee bar, Where.s Fred.s
Interior of our client's London restaurant and wine bar, Where.s Fred.s
Logo design for our client's London coffee bar, Where.s Fred.s, on the background image of a two iced coffees.
Store front of our client's London restaurant and wine bar, Where.s Fred.s
Interior of our client's London restaurant and wine bar, Where.s Fred.s
Customer receipt design for our client's London coffee bar, Where.s Fred.s, on the background image of their interior design
Logo design for our client's London coffee bar, Where.s Fred.s, on the background image of two aperol spritz'.

Client brief

The design inspiration behind the concept for Where.s Fred.s was fresh, Aussie vibes with sophisticated city living. Created by Australian founder Chelsea Finch, the brains behind London local coffee shop chain District and Layers bakery, the brief for Fred.s was simple sophistication, to pair with natural wines and fresh small plates.​

Brand identity

The creative direction to the identity reflects the brand’s values of sustainability and sophistication. With an interior comprising of exposed brick, terracotta tiles and natural sunlight, the identity reflects the raw nature of the bar through negative space, a natural colour palette and creative typography.

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The brand identity visuals comprise of a logo suite with variations for multiple colaterall, colour palette, typography and graphic assets. The body font's simplicity and clarity (Optima) convey the brand's focus on quality and attention to detail through its stylish sans-serif, while header font Displace 2.0 offers a distinguished artistic element. Both are used consistently across all brand touchpoints, including signage, menus, and marketing materials, while the colour palette inspired by raw materials adds warmth and reflects the fun Aussie vibes behind the brand.

Project notes

Audience

Where.s Fred.s’ target audience is young professionals in the City of London who value quality coffee and food, appreciate good design, and associate themselves with sophistication. The brand aims to position itself as a premium, high-quality option in a crowded marketplace, supported by in-depth knowledge of coffee and wine.

Layers Bakery

NEXT:

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"I highly recommend Chloé. I’m so happy with not only the end result and designs, but she makes the whole design process enjoyable by taking the stress away from the client, and it all flows easily.

Chloé really listens to what your vision and brief is to create your dream outcome, and makes the journey clear and very professional. We’ve continued bringing our design jobs to her, from customer facing assets to in-house-use products, because of her seamless process and trustworthy work."

CHELSEA FINCH, WHERE.S FRED.S FOUNDER

Client testimonial

Logo design for our client's London coffee bar, Where.s Fred.s, on the background image of a coffee cup.

To view this project's website, click here.

To view this project's website, click here.

Interior of our client's London restaurant and wine bar, Where.s Fred.s
Instagram content design for our client's London coffee bar, Where.s Fred.s, on the background image of their interior design
Outdoor menu and logo design for our client's London coffee bar, Where.s Fred.s

Where.s Fred.s

Where.s Fred.s is a central London cafe and wine bar, serving a specialty wine menu and small plates, and a sexy but sophisticated atmosphere.

​

Read more about the project here.

DELIVERABLES:

​

Brand identity

Website design and build

Menu board design

Menu design

In-house collateral

​

Photography by Enzo Cerri. Interiors by Block1.

To view this project's website, click here.

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