Stoffel Visual Brand Identity

Stoffel is a specialty coffee shop located on the 2nd floor of our house, in the middle of a quiet residential area in Batu City. With an atmosphere away from the noise of the highway, we offer a comfortable place for various activities, from relaxing with a cup of coffee, working, to collaborating with friends. We believe that coffee is more than just a drink—it is an experience that can connect people, provide comfort, and create space for creativity. In addition to coffee, we also present our own pastry brand to complement our business. We are committed to serving high-quality products and providing warm service to every customer who comes. For us, Stoffel is more than just a coffee shop—we want to be a comfortable home for anyone, a place where you can enjoy time with friends or even alone, soak in the atmosphere, and feel at home.

Why Choose the Name and Symbol “Stoffel”?

Stoffel is not just the name of our coffee shop; it is also a symbol that reflects our spirit and philosophy. The name was inspired by a honey badger who is well-known at Maholoholo, a Wildlife Rehabilitation Center in Kruger National Park. Stoffel, the honey badger, is famous for his tenacity and courage. He always found ways to escape from his enclosure, even though the keepers tried their hardest to stop him. Just like Stoffel, we aim to apply this spirit in every step of our business: never giving up, staying passionate, and always innovating.

The Process of Building Visual Brand Identity

Building a strong visual brand identity for Stoffel was not easy. The process was filled with doubts and searching, but it was a part of the journey that we enjoyed. We wanted to create something simple, consistent, and easy to recognize. The Stoffel logo, which we created ourselves using leftover building materials, is the result of various sketches and family discussions.

This process was not just about creating something practical, but also about realizing our creativity as a family. We even added a font to the logo on the roof to make sure people knew who we were. After some time, we realized our neighbors misunderstood and thought the name of our coffee shop was “Orca.”

The process we went through in designing the Stoffel logo could be described as full of “twists and turns” and doubts. We sketched the logo anywhere and anytime, trying different ideas until we finally found a shape that aligned with our vision. The Stoffel logo was made by hand, using leftover materials from the building process. Although we initially hadn’t had the chance to add the font for the name “S T O F F E L,” we felt that the design already reflected the essence of our brand. We wanted to create something simple yet meaningful, and in the end, this logo became a representation of our family’s creative journey.

Principles of Visual Branding at Stoffel

1. Simplicity

Simplicity is key in building a visual identity that is easy to remember. At Stoffel, we chose  minimalist design, with colors and elements that are not excessive but strong enough to represent our character. The simple logo design makes it easy for people to recognize and remember, while the clear and readable typography helps create a consistent impression. We believe that the simpler and clearer it is, the easier it is for customers to connect with our brand.

2. Consistency

Consistency in design elements such as color, typography, and logo is crucial to creating an identity that is easily recognizable. From the start, we’ve strived to maintain consistency in every visual aspect, even though we began with limited resources. In this regard, we also focused on balancing uniqueness and simplicity to ensure all elements complement each other and strengthen the image we aim to build.

3. Versatility

A strong visual identity must also be adaptable across various media. From websites and brochures to packaging and merchandise, the design we chose is intended to work well across different platforms. At Stoffel, we opted for a flexible design that is easy to apply, both digitally and physically, allowing us to reach a wider audience.

4. Originality

Uniqueness is one of the most important aspects of building a brand that sets us apart from our competitors. As we mentioned, we were inspired by Stoffel, the legendary honey badger. We want the courage and perseverance that Stoffel embodies to be reflected in everything we do. By choosing a symbol that not only represents our character but also tells a strong story, we hope to build an emotional connection with our customers.

5. Memorable

An easily memorable design is a crucial element in creating a lasting impression with customers. We want our logo and visual identity to be easy to remember so that customers will always recall their experience at Stoffel. Just like Stoffel, the honey badger, is unforgettable for his cleverness in escaping, we also hope that every customer who visits will take home sweet memories of us.

6.     Timelessness

The visual identity we build must last and remain relevant over time. With original, simple, and easily recognizable design elements, we believe that our logo and visual concept will remain relevant in the long term. We also maintain the use of harmonious colors and timeless design, allowing us to continue growing without losing the essence of our identity.

Conclusion

Stoffel is not just a place to enjoy coffee; it is a journey for us to create something bigger than just a business. Through the visual brand identity we’ve built, we want to show who we truly are: a family with the spirit of a tenacious and never-giving-up honey badger. Every design element, from the logo to the typography, was created with full awareness and responsibility. For us, this process is a reflection of the long journey we’ve walked together, and we hope our visual identity can strengthen our relationship with every customer who comes to Stoffel.

Source

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