Designing a brand for Islander Cyclists Coffee Shop

Art Direction
Brand Experience
Graphic Design
Illustration
Furniture Design

Located in Bali, Fiet is a cafe and bike shop that three cycling friends and I founded. We offer services rooted in the renowned generosity and hospitality of Balinese people, which draws many people from all over the world to visit and stay in Bali.

As the only designer on the founding team, I brought my brother to collaborate to create the brand design.

Initial Explorations

We come up with three directions for our initial proposal by making mockups that show the visual energy of the graphic and interior. We are using these mockups to show them to the team and get some feedback from them.

The big moodboard

Concept 3: Avant-garde

Concept 1: Classic yet fun

Concept 2: Timeless and Modern

Outcomes

The final direction is trying to merge all of those 3 directions into one consolidated brand that is: friendly, playful, and timeless. We come up with a slogan, Cycling - Coffee - Culture, as it is what we are all about.

As a business operating in Bali, we were required to include Balinese script in our business labelling; therefore, we designed our logo to incorporate it.

Credit:

Fiet.Culture Team x Qolbidd
Art Director: Wigy R
Brand Design: Wigy R & Qolbidd
Illustrations: Wigy R
Furniture design: Wigy R