Hally's

Hally's has been serving its Parsons Green neighbourhood for over a decade — a cosy, welcoming café that had never quite had branding to match. Anna, the owner, wanted a fresh, elegant identity that still felt like the place regulars already loved: engaging, energetic, unmistakably itself.

The idea we landed on was a tangle of moments — every café is a quiet stage where lives briefly cross: friends meet, strangers exchange a glance, a neighbour pauses for a break, then moves on. We built a visual system around that convergence: a single wandering line, drawn loose and looping like light painting, threading through the illustrations, packaging, menus, and site. Lora, a modern serif with roots in calligraphy, gave the looseness of the hand-drawn line something to push against — refinement meeting casualness.

A hand-drawn set built alongside the wandering line — cocktails, glassware, and small in-jokes that show up across the menu, packaging, and site.

A palette built to feel as vibrant and easygoing as the café itself — from the soft warmth of Flat White to the grounding calm of Charcoal.

The new identity now carries Hally's across every touchpoint — website, menus, tote bags, packaging, seasonal posters — all speaking the same wandering-line language. A decade into the relationship, it's a brand that finally looks and feels like the café people already loved.

Anna Halliday, Founder, Hally's