Client

• Steven Chrun (Celcius Coffee)

Location

• Cheltenham, Victoria, Australia

Sector

• Cafe

Services

• Brand Refresh

• Logo

• Brand Assets & Style Guide

• Market Research

• Concept Development

• Digital Collateral

• Website Design

Brief

Sana is a neighbourhood café concept designed as a moment of calm within everyday routines. Positioned in Cheltenham, the café responds to a growing demand for spaces that feel grounding, welcoming, and quietly elevated — without being intimidating or overly precious.

The brief was to create a brand that balances Melbourne’s coffee and brunch culture with a softer, more mindful sensibility. Sana needed to feel contemporary yet timeless, approachable yet refined — a place locals could return to daily, whether for a quick takeaway or a slower, sit-down moment.

Approach

The brand is built around the idea of balance and calm through contrast. Drawing from the meaning of Sana — calmness and serenity — the identity embraces a sense of duality: slow moments within fast days, simplicity paired with depth, and warmth layered with restraint.

Visually, the branding combines minimalist, Japanese-inspired cues with tactile warmth and human softness. Clean typography and uncluttered layouts are offset by natural textures, warm tones, and subtle sensory references. The tone of voice is relaxed and welcoming, avoiding trend-driven language in favour of something more enduring and grounded.

Every brand element is designed to support ease — easy to enter, easy to order, easy to stay — reinforcing Sana as part of the neighbourhood’s daily rhythm rather than a destination reserved for special occasions.

Outcome

The result is a brand identity that feels calm, confident, and quietly distinctive. Sana positions itself as a modern neighbourhood café that values balance over spectacle — where good coffee, thoughtful food, and atmosphere work together without demanding attention.

The flexible visual system allows the brand to move effortlessly between grab-and-go mornings and slower, social afternoons, maintaining consistency while adapting to different moments of the day.

Sana emerges as a place to pause without stopping — a café defined not by noise or novelty, but by familiarity, comfort, and a sense of calm that lingers long after the last sip.