Joel Cogger

Helping Wallflower get noticed



Brand + Identity


Wallflower Café


Creative Direction

Graphic Design

Another corner of Melbourne, another café.

So how do you make your new coffee shop stand out, without showing off? Announce its arrival, but still give the impression it grew there organically?

For owners Dane and Jonny, opening Wallflower was a passion project, and they wanted a chic, understated and clean identity.

So I worked to create an aesthetic that blended into the ‘business end’ of Collins Street while imbuing it with personality and colourneat and uncluttered, warm and welcoming to add something fresh to the humdrum of corporate lunch breaks.

Wallflower sits on an intersection in Melbourne, so the mark reflects meeting points — with soft, open corners and small, organic flourishes.

The two-tone element created the ‘wall’ for the wordmark to sit on.

I created a looping pattern, inspired by creeper vines in a garden, to act as a wallpaper

Unfortunately the café opening was delayed, and Wallflower hasn’t yet had its chance to shine. But rather than tuck it away on a shelf, I thought I’d show it off for you here.