Cafe concept in Zandvoort
Role: Creative Direction and Branding
I developed a full creative concept for a coffee place “Sloffee Coffee” in Zandvoort, leading the project from strategy to execution. My role covered brand concept development, visual identity and graphic design, as well as close creative guidance throughout the entire process, from selecting the coffee roastery to shaping the interior concept.
The brand is built around the idea of slow living, symbolised by a sloth, positioning the café as a place to pause and enjoy the moment. Yellow was chosen as the core colour to express warmth, happiness, and optimism. The guiding idea: No matter the weather, it’s always sunny in Sloffee Coffee. It’s a spot of good mood, calm, and everyday happiness.
The logo was designed as a round, yellow café sign, a little sun in the sky, bringing warmth and cheer that’s often missed in the Netherlands.
Character development in Ai
I developed a yellow sloth character using AI as a central brand hero. Around this character, I created a series of story driven images set in Zandvoort, designed as a playful customer journey. The stories show and inspire visitors through everyday moments, what they can do, feel, and enjoy in Zandvoort with Sloffee Coffee products. The yellow sloth acts as the narrative guide, bringing the slow living philosophy to life in a fun, approachable way.
One of the stories was developed specifically for a collaborative coffee beans packaging with specialty roastery Chunky Cherry. This collaboration introduced the signature coffee served at Sloffee Coffee, with the option to purchase a special co-branded roast on site. I designed the packaging with a strong focus on balancing both brand identities, translating the narrative of the campaign into a special edition product while maintaining clarity, consistency, and visual harmony between Sloffee Coffee and Chunky Cherry
Social Media Direction
For social media, I developed a playful narrative starring the yellow sloth: traveling from Costa Rica to the Netherlands, bringing the sun along with it. I art directed and produced a series of short video stories using AI, visually demonstrating this concept and reinforcing Sloffee Coffee’s identity as a spot of warmth, happiness, and slow living
Interior concept
I collaborated closely with the interior designer and the client to develop the café’s interior concept. Together, we planned the layout, including work areas and seating arrangements, carefully considering the customer journey to ensure a comfortable, intuitive, and enjoyable experience for every visitor.
