Industry
Client
From the floor to the feed — rebuilding a café's identity from the inside out.
Ball Boy Cafe in Balgowlah Heights was a neighbourhood gathering place for coffee, breakfast, lunch and wine. Having worked there across waitressing, barista and management roles, I came to the rebrand with a deep understanding of the space, its regulars and what made the café feel like itself. The scope covered a full rebrand, including identity, an illustration system, print collateral and digital assets, alongside ongoing social media strategy, content creation, photography and management.
A brand that felt as local and unpretentious as the café itself.
The visual identity was built around hand-drawn illustration, a warm cream and forest green palette, and a relaxed wordmark that communicated character without trying too hard. Deliverables included a tri-fold all-day menu, a brasserie menu card, promotional deal posters, and local community flyers — all cohesive within the new brand system. Social media management ran alongside the design work: strategy, scheduling, photography and community engagement. Ball Boy has since moved on to new ownership and a new name, but the brand built during this period set the tone for how the café showed up in its community.