Primary Colours Brand

Meet Smiley, Primary Colours Cafe's cute secondary logo! Smiley was created using the coloured shapes from the wordmark to make up a fun, simple face icon that encapsulates the welcoming spirit of Primary Colours.

In the restaurant, they can be found everywhere, from menus, products and aprons. A key strategic application of this secondary mark was on the mugs, which became personified characters with a Smiley face. Upon opening their signature coffee mug became a bit of a social media celeb due to Smiley's rapport with the clientele. Customers now love to take pics of the cute mugs and share on their IG stories or TikToks, alongside the beautifully plated food. (First two photos by April Wilcocks, remaining photos are all customers' organic social media shares).

“Not only is Cam wonderfully creative, but he is also a pleasure to work with as well. Super collaborative, open to feedback but still with a distinct vision on what will create the best work for the brand or project. Love working with Cam!”

— Jeremy Ho, Co-Founder Monogram Coffee/Primary Colours