Bloom Room is a hybrid café and lifestyle store in Toronto. This project focused on refreshing its visual identity through customer-facing touchpoints, creating a cohesive brand experience across menus, print collateral, promotional campaigns and retail applications.
511 Queen Street West
2026
A brand refresh informed by hands-on experience inside the café.
Bloom Room
Café and Clothing
Bloom Room is a hybrid café and lifestyle store in Toronto. This project focused on refreshing its visual identity through customer-facing touchpoints, creating a cohesive brand experience across menus, print collateral, promotional campaigns and retail applications.
511 Queen Street West
2026
A brand refresh informed by hands-on experience inside the café.
Bloom Room
Café and Clothing
Bloom Room is a hybrid café and lifestyle store in Toronto. This project focused on refreshing its visual identity through customer-facing touchpoints, creating a cohesive brand experience across menus, print collateral, promotional campaigns and retail applications.
Bloom Room is a hybrid café and lifestyle store in Toronto. This project focused on refreshing its visual identity through customer-facing touchpoints, creating a cohesive brand experience across menus, print collateral, promotional campaigns and retail applications.
511 Queen Street West
2026
TIMELINE
3 weeks
CHALLENGE
Refresh Bloom Room's visual identity while preserving its existing mascot and translating the café's welcoming personality into a cohesive customer experience.
CHALLENGE
Refresh Bloom Room's visual identity while preserving its existing mascot and translating the café's welcoming personality into a cohesive customer experience.
APPROACH
Immersed myself in the café's daily operations before growing the brand through refined typography, layouts and print applications.
APPROACH
Immersed myself in the café's daily operations before growing the brand through refined typography, layouts and print applications.
DELIVERABLES
Brand refresh, menu design, business cards, promotional posters, sticker design, clothing tags and print collateral.
DELIVERABLES
Brand refresh, menu design, business cards, promotional posters, sticker design, clothing tags and print collateral.
Project Note:
The Bloom Room fish mascot/logo was provided by the client. My role focused on the brand refresh and application of the existing identity across print and marketing collateral.
Collaterals
Extending the refreshed identity across customer-facing print materials through consistent typography, colour and graphic elements.
Business Cards
Loyalty Cards
The menu was redesigned to improve information hierarchy and highlight signature offerings while maintaining the café's playful personality.
Menu Design
Stickers
Promotional Posters
Clothing Tags
Designing from Experience
Visual Identity
A playful visual direction inspired by the Cafe’s fresh offerings and welcoming atmosphere.
The palette combines a rich green, a warm cream and vibrant oranges for an energetic and friendly feel.
Color Palette
Graphic Elements
Typography
How it started
Sometimes the best projects aren't planned.
I first discovered Bloom Room through an Instagram post and decided to walk in. What started as learning the craft of making coffees, matchas, and smoothies soon turned into an opportunity to redesign the café's visual identity. Experiencing the café from the inside out gave me a deeper understanding of its personality, allowing me to design from observation rather than assumption, grounded in the everyday experience of the space.
Reflection
Working on Bloom Room made me realise how much of a brand is built through the small, everyday things. Because I had worked there as a barista, I was able to see how people interacted with the café before I started designing for it. That experience made me think beyond creating individual pieces and more about how they could work together to shape the way the café was experienced.
I also learnt how to design within what already exists rather than always starting from scratch. Working with an established space and identity pushed me to find ways of adding to it without losing what made Bloom Room feel like Bloom Room. Looking back, I think that balance between what is already there and what could be improved is something I carry into my work now.