Aprilmadchen
Cafe
Cafe + Pop-up Shop Graphic Design + Visual Identity
Aprilmädchen is a charming cafe and bakery located in Nagold, Germany, known for its delicious topped toasts, baked goods, and coffee. The cafe also features seasonal flowers through pop-up shops, adding a special touch to its offerings. With a primarily female customer base, the brand has grown into a beloved local spot. However, its visual identity had become outdated, no longer reflecting the evolving personality and increasing success of the business. The task was to create a fresh visual identity that honoured the brand’s established charm while ushering it into a new chapter.
Creative Decision Making
Design Vision
The client wanted to retain their signature icon of a girl on a swing, which had been a central element of the brand’s identity. The challenge was to update this concept into a more modern and polished design, while preserving the warmth and appeal that the audience had come to love. We decided to frame the swing image in a circular design adorned with seasonal flowers, reflecting the brand's connection to nature and its namesake, "April." The goal was to infuse the logo with a handmade, artisanal feel, achieved through thoughtful choices in typography and subtle textures.
Icon Design
The original girl-on-swing icon was simplified into a silhouette to create a cleaner, more versatile image that would resonate with a wider audience. The ropes of the swing posed a challenge, but by incorporating them within the circular frame, we could distribute the linework around the entire icon, giving it a balanced, artistic finish. This solution not only provided harmony but also added a touch of texture that elevated the design.
Typography
To complement the icon, I selected fonts with a hand-drawn aesthetic, emphasising the cafe’s focus on handcrafted, artisanal goods. The primary typeface gave the brand a European, heritage-inspired feel, while a secondary script font added a personal, inviting touch for the body copy and other details.
Colour Palette
The client had a specific shade of pink in mind, which would be used for the cafe’s interior design. I paired this with warm, cozy hues commonly associated with cafes, such as soft neutrals and rich browns. The colour palette evokes a sense of comfort while incorporating the playful, feminine energy of the brand. The pink hues were strategically used to highlight key elements, making them pop in both digital and physical formats.
Art Style
The illustrated elements from the icon, such as the leaves, were repurposed to create patterns and textures across various brand materials. These elements could be used sparingly or stacked to form floral arrangements, allowing for flexibility in both print and digital applications. The leaves helped tie together the overall look, creating a sophisticated yet playful visual language.
The client wanted to retain their signature icon of a girl on a swing, which had been a central element of the brand’s identity. The challenge was to update this concept into a more modern and polished design, while preserving the warmth and appeal that the audience had come to love. We decided to frame the swing image in a circular design adorned with seasonal flowers, reflecting the brand's connection to nature and its namesake, "April." The goal was to infuse the logo with a handmade, artisanal feel, achieved through thoughtful choices in typography and subtle textures.
The original girl-on-swing icon was simplified into a silhouette to create a cleaner, more versatile image that would resonate with a wider audience. The ropes of the swing posed a challenge, but by incorporating them within the circular frame, we could distribute the linework around the entire icon, giving it a balanced, artistic finish. This solution not only provided harmony but also added a touch of texture that elevated the design.
To complement the icon, I selected fonts with a hand-drawn aesthetic, emphasising the cafe’s focus on handcrafted, artisanal goods. The primary typeface gave the brand a European, heritage-inspired feel, while a secondary script font added a personal, inviting touch for the body copy and other details.
The client had a specific shade of pink in mind, which would be used for the cafe’s interior design. I paired this with warm, cozy hues commonly associated with cafes, such as soft neutrals and rich browns. The colour palette evokes a sense of comfort while incorporating the playful, feminine energy of the brand. The pink hues were strategically used to highlight key elements, making them pop in both digital and physical formats.
The illustrated elements from the icon, such as the leaves, were repurposed to create patterns and textures across various brand materials. These elements could be used sparingly or stacked to form floral arrangements, allowing for flexibility in both print and digital applications. The leaves helped tie together the overall look, creating a sophisticated yet playful visual language.
Implementation
The clean, balanced colour palette and elegant, simple patterns made it easy to create both print and digital assets that were cohesive and visually appealing. We aimed to design a system that allowed the client to manage their own content long-term, ensuring that everything—from signage to social media posts—would feel consistent and stylish. The typography choices reinforced the brand's artisanal identity while making it easy to communicate clearly and efficiently.
The clean, balanced colour palette and elegant, simple patterns made it easy to create both print and digital assets that were cohesive and visually appealing. We aimed to design a system that allowed the client to manage their own content long-term, ensuring that everything—from signage to social media posts—would feel consistent and stylish. The typography choices reinforced the brand's artisanal identity while making it easy to communicate clearly and efficiently.
Results
The clients were thrilled with the final identity. The fresh, cohesive look has given them the confidence to move forward with their rebrand, and they are already planning updates to the cafe’s interior design to match. The process was highly collaborative, and the client gained valuable insights and ideas for evolving their brand strategy moving forward. We’re excited to see how the new identity continues to shape the brand’s success.
Conclusion
This project was both fun and inspiring, and it demonstrates how a thoughtful rebrand can rejuvenate a business. While the original brand was already strong, knowing when and how to evolve is a crucial skill for business owners aiming for continued growth and success. The new identity not only reflects the cafe’s current values and aesthetic but also sets the stage for future expansion and innovation.
The clients were thrilled with the final identity. The fresh, cohesive look has given them the confidence to move forward with their rebrand, and they are already planning updates to the cafe’s interior design to match. The process was highly collaborative, and the client gained valuable insights and ideas for evolving their brand strategy moving forward. We’re excited to see how the new identity continues to shape the brand’s success.
This project was both fun and inspiring, and it demonstrates how a thoughtful rebrand can rejuvenate a business. While the original brand was already strong, knowing when and how to evolve is a crucial skill for business owners aiming for continued growth and success. The new identity not only reflects the cafe’s current values and aesthetic but also sets the stage for future expansion and innovation.
