POSITIVE

From dawn to dusk, for first drips to last sips, Alphabet is a new local hotspot serving coffee by day and cocktails by night. Inspired by the Alphabet Streets – a ladder of nine, alphabetically named streets that sit behind Fulham FC’s stadium – Hijinks created the name, brand story, visual identity and a wide range of customer-facing touchpoints for Alphabet. 

The design system incorporates symbols and shapes from Fulham Pier and its River Thames inspired surroundings as well as coffee beans, footballs and cocktail glasses. Combining this with the modular nature of the alphabet itself, led us to creating a bespoke set of letterforms and graphic patterns which give Alphabet their unique and playful visual identity. 

Developed in both a bright and monochrome palette, Alphabet’s branding demonstrates how it is a multipurpose space that’s perfect for both morning caffeination and evening unwinding.