Shaka Play Cafe
A Playful Escape Where Kids Play and Parents Recharge
Client
Shaka Play Cafe
Year
2024-Ongoing
Industry
Family Entertainment, Hospitality
My Role
Brand Strategy & Design
Marketing Strategy
Project Overview
Shaka Play Café is a boutique-style indoor play café designed to create a welcoming and engaging space for young children and their caregivers. More than just a play area, it blends high-quality café offerings, custom-designed play structures, and community-focused experiences, making it a unique destination for families. The brand needed a strong, cohesive identity that reflects its playful yet modern aesthetic, aligning with its mission of fostering creativity, connection, and relaxation.
The objective was to craft a visual identity that balances warmth, energy, and sophistication, ensuring appeal to both parents and children. The branding needed to convey a premium yet approachable atmosphere while establishing a recognizable and versatile brand system for various touchpoints, from signage to packaging. Additionally, it aimed to differentiate the café from competitors by emphasizing custom play experiences and healthy offerings.
Brand Discovery Survey (Typeform)
Brand Definition Slides (Miro)
Brand Identity Variations
Playful Modular Logo
Our brand and logo system is built on fundamental building block shapes that form our logomark, creating a cohesive and recognizable visual identity. These versatile shapes are used to develop distinctive patterns and illustrations, ensuring consistency across various platforms, from signage to digital content and interactive play forms. By integrating these elements into branded materials, we reinforce our core identity while allowing for creativity and adaptability. Additionally, the simplicity of these shapes encourages community participation, making branding an interactive and engaging experience for all ages, further strengthening our visual language and brand presence.
See full brand guidelines.
Brand Style One Pager
Interactive Logo System
Implementation
As the café is being built in 2025, my work continues with the team to roll out a cohesive marketing and social media strategy, ensuring the brand's voice and visual identity remain consistent across all customer touchpoints. This includes developing content strategies, social media campaigns, branded storytelling, and promotional materials to build anticipation and community engagement ahead of the launch. Additionally, I am working closely with the team to refine customer experience design, from in-store wayfinding and signage to packaging and merchandise, ensuring every interaction reinforces the brand’s warmth and sophistication.
Beyond marketing, I am also collaborating on the interior space planning, helping to shape an environment that aligns with the brand’s core identity. This involves selecting color schemes, materials, and decorative elements that enhance the sensory experience for children while maintaining a stylish and inviting atmosphere for parents. By integrating branding into the spatial design—through playful yet functional layouts, custom wall graphics, and immersive brand elements—the café will offer a truly holistic and memorable experience that sets it apart in the market.