Bloodhound Cafe Branding by Johanna Szpetun
The branding for Bloodhound, a cafe located in Darlinghurst and focused on the theme of human fuel, was crafted by Johanna Szpetun. The identity incorporates a lightning bolt emblem rendered in rich amber and dark brown hues, featuring worn textures and elements reminiscent of vintage repair shops to achieve a less polished appearance. Menu layouts blend hand-drawn artwork with condensed serif fonts, while the entire collateral—from printed menus to cup sleeves—exudes a unified warm vibe. Takeaway cups showcase custom patterns, expanding the design into three dimensions. Utilizing a single mark, a consistent color palette, and two type families, the lightning bolt symbolizes energy without directly referencing coffee or fuel. Szpetun's method illustrates how a straightforward idea can effectively create a comprehensive identity system, with all components from signage to packaging sharing a cohesive essence, emphasizing simplicity over excess.
Key facts
- Bloodhound is a cafe branding project by Johanna Szpetun.
- The cafe is located in Darlinghurst.
- The branding concept is built around 'human fuel'.
- The identity uses a lightning bolt symbol with warm amber and dark brown tones.
- Distressed textures and vintage repair shop details are incorporated.
- Menu designs pair hand-drawn illustrations with condensed serif type.
- Custom patterns on takeaway cups extend the system three-dimensionally.
- The project uses one mark, one palette, and two type families.
Entities
Artists
- Johanna Szpetun
Locations
- Darlinghurst