Hally’s rebrand

A tangle of moments

About Hally’s

Hally’s is a neighborhood café located in the leafy suburb of Parsons Green, London. They've been serving the community for over a decade, offering a cozy and welcoming atmosphere. The owner, Anna, felt it was time for a brand overhaul and wanted a fresh, elegant, engaging, and energetic look. The solution lay in a design story titled "The Tangle of Moments.”

The Backstory

Anna, the owner of Hally’s, contacted me to redesign the logo and strategize a new visual system for the café. She wanted the brand to be instantly recognizable while reflecting the café’s elegant and energetic spirit. We developed "The Tangle of Moments” design story, incorporating the transient nature of coffee shop visitors into Hally’s identity.

This concept embraces the transience of coffee shop visitors, with a meandering journey line representing the flow of people into Hally’s and those walking by. Sometimes the lines cross, and sometimes the journey is solo, capturing the dynamic essence of the café.

Project Deliverables

  • Website design

  • Rebrand

  • Menu design

  • Layout & Typography

  • Bespoke Illustration set

Positioning story:
A tangle of moments

The idea of a "tangle" suggests complexity and beauty, much like the web of connections and experiences we weave throughout our lives. At Hally's, this concept is brought to life in a way that makes every moment feel significant and intertwined with the warmth of the café's ambiance.

Hally's is designed to be more than just a café; it's a sanctuary from the rush of daily life. The décor, featuring soft, inviting textures, eclectic furniture, and touches of whimsy, invites patrons to linger, relax, and lose track of time. The "tangle" represents the unhurried pace at Hally's, where moments are not rushed but allowed to unfold naturally, much like the meandering paths of the surrounding leafy suburb.

These design elements symbolize the interconnection of moments—how a casual visit for a cup of coffee can turn into a deep conversation, a moment of reflection, or a spontaneous burst of creativity.

Each corner of Hally’s offers a unique vignette, a snapshot in time where patrons can find themselves lost in thought, engaged in lively discussions, or simply enjoying the present. The tangled lines are a metaphor for the unexpected, delightful turns that life takes when we allow ourselves to slow down and appreciate the moment.

"A Tangle of Moments" is more than a design concept; it’s the heart of Hally’s. It represents the café as a place where life's moments—big and small, planned and spontaneous—are celebrated and intertwined. Hally’s is where you come not just to pass the time, but to let time tangle into something beautiful and memorable.

Sunshine

Colours

Flat White

Charcoal

Mint Julep

Typography

Illustration set

Website

Testimonial

I have worked with Jason for over 10 years now, and the latest project was the recent rebrand of my neighbourhood cafe, Hally's. The visual narrative that he landed on was perfect - it is unique, tasteful and bold, making us stand out from other cafes. He is a brilliant illustrator too, and did some beautiful hand-drawn illustrations to work across all of our channels and collateral, and which completely captured the essence of Hally's. Jason's concept extended perfectly to the website, menu and beyond. He is very talented and a pleasure to work with.

Anna Halliday
Founder, Hally’s