Shaka
Play Cafe
Client
Shaka Play Cafe
Year
2024-2025
My Role
Brand & Strategy
Shaka Play Cafe is a boutique indoor play space designed to offer a welcoming, enriching environment for toddlers, kids and their parents. Blending custom-designed play structures with high-quality café offerings, Shaka creates a destination that fosters creativity, connection, and relaxation.
I worked closely with the founder in a series of 1:1 workshops to define the brand’s voice, values, and visual direction. Together, we mapped out the customer journey, identified key emotional moments, and explored how the brand could feel both premium and playful. These early conversations helped shape not just the aesthetics, but the overall tone and positioning—ensuring the identity resonated with design-conscious parents while staying grounded in warmth and accessibility.
The goal was to develop a visual identity that balanced modern sophistication with a sense of fun—one that appealed to children but felt elevated enough for adults. The brand needed to convey trust and quality while remaining flexible across signage, packaging, interiors, and digital touchpoints.
Shaka Play Cafe’s brand and logo system was rooted in a set of fundamental building-block shapes that form the foundation of the logomark. These modular forms extend beyond the logo to generate dynamic patterns, illustrations, and playful brand expressions across the physical space and digital touchpoints. The simplicity and approachability of the shapes also invite community participation, making the brand experience engaging for all ages and transforming the visual language into an extension of the play itself.