GOAL

Blue Box Cafe, a haven for Doctor Who enthusiasts, needed a brand refresh to better communicate its current identity: friendly, approachable, and fun. The core challenge was to modernize the brand while intentionally preserving the legacy of the original logo. Our goal was to implement subtle but strategic changes to the existing mark to reflect the cafe's warmth and genuine inclusivity.

SOLUTION

We intentionally added light lines to the Tardis graphic for extra detail and a touch of fun. By illustrating the Tardis door as slightly open, we created a visual metaphor for the cafe's welcoming spirit and atmosphere. The final stage involved updating their signature blue to a more vibrant shade, ensuring the brand "pops" across all digital and print media. Finally, removing the unnecessary tagline, "coffee bar and deli," simplified the logo for greater clarity and versatility.