I took that idea and decided to give them something unexpected in return. In my design presentation, I created two options that were exactly on brief - a modern, cartoon-style mascot - but I knew the idea could be pushed further. For the final direction, I moved away from the cartoon approach and explored something I’d wanted to try for a long time: a realistic face built from just two colours using a halftone pattern. A logo that, unlike most, actually looks better the further away you are. As you zoom out, the seemingly random shapes resolve into a recognisable face, meaning the shop’s logo can be read clearly from the other end of the street.

This set the tone for a grungy, texture-led identity, where rough edges were favoured over polish. With an ink-bleed inspired wordmark to suit, the logo was complete.