The Circle Café is a lifestyle-driven coffee shop brand aimed at a young, design-conscious audience seeking more than just caffeine. Located in Thailand, The Circle needed a brand identity that could stand out in a saturated café landscape—where vibe, visuals, and emotional connection matter just as much as menu offerings.
Highly Persuasive was brought in to create a complete brand identity system—a visual and emotional framework that captures what The Circle represents: connection, creativity, and café culture done differently.
We began with naming and brand strategy, anchoring the identity around the idea of “the circle” as both a literal space and a social metaphor—a place where ideas, friends, and energy revolve. This gave us a narrative hook from which to build out the full identity.
Visually, the brand was designed to feel modern yet human, artistic but approachable. The logo is minimalist with an iconic circular symbol that functions as a brand marker across merchandise, signage, and digital platforms.
The visual identity extended into:
- Menus (coffee, breakfast, drinks, takeaway)
- Custom packaging and coffee cup design
- Storefront signage and interior touchpoints
- Staff uniforms and apron embroidery
- Loyalty cards and branded merchandise
- Iconography system for digital and print
Colour palette and typography were chosen to reflect the relaxed energy of the brand. Soft neutrals and earth tones pair with bold highlight colours to balance minimalism with warmth. The type system is clean and geometric, designed for readability across physical and digital environments.
Every asset was considered as a branding opportunity—from cup sleeves to restroom signage. Our goal was to create a space where the customer is not just consuming coffee, but participating in a designed experience.
The tone of voice is playful, intelligent, and slightly cheeky. This was integrated across social templates, in-store signage, and menu descriptions to create a consistent personality customers could relate to.
Operationally, we ensured that the brand system is modular and replicable, giving The Circle the ability to expand into new locations or launch sub-brands (like brunch pop-ups or seasonal product lines) without diluting the core identity.
This project showcases how café branding is no longer just about logos. It’s about crafting a holistic identity that expresses emotion, builds loyalty, and encourages sharing—both in person and online.
Since launch, The Circle Café has seen improved brand recall, strong local engagement, and consistent positive feedback on the customer experience—not just for the food and coffee, but for the feel of the space.
If you’re a café, restaurant, or lifestyle hospitality brand looking to create a space and identity that customers remember and return to, let’s talk.
