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How do you brand a beloved institution, one that arrived at its success by way of old-school, hole-in-the-wall charm? This was the challenge of developing a visual identity for Sophia's, a popular breakfast café on Madison's east side.

With the news of its change in management, Sophia's seemed ripe for a rebranding effort—but one that musn't lose sight of the café's home-grown roots. This was achieved through a clean, minimalist design, with touches of warmth added by hand-drawn elements.