Situation
The owners of Nani’s Cafe & Beach Shop in Union Pier, Michigan wanted a classic brand and digital presence when they opened in 2012. The aesthetic had to feel like the beach town, not a generic restaurant template.
Constraint
A seasonal cafe lives or dies on local reputation. The mark had to work on a mug, a sign, and a website.
Decision
I developed the logo and brand tone, then a website with a vintage flair that extended the same system.
Outcome
Nani’s became a seasonal favorite for visitors to Lake Michigan. A local news outlet called it “the best of the beach and cafe life in Union Pier.” The logo matched the food.
What I would do again
Design the physical object (the mug) as a constraint on the digital system, not an afterthought.
What I would change
I would have written a short voice guide for seasonal hours and specials so the site could stay current without a designer in the loop.