DOG Cafe
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DOG Cafe is located in New York City—a place full of talented, fabulous young adults. While NYC is known for its vibrant culture and endless opportunities, it’s also a city where stress, loneliness, and mental health struggles are all too common. According to research from USAFacts, the suicide rate in New York has increased by 34.9% over the past 20 years, and 90% of suicides in the U.S. are linked to mental illness.
With this reality in mind, DOG Cafe was created with a mission: to remind people to stop overthinking, to truly listen to others, and to offer kindness whenever possible. DOG stands for Don’t Overthink, Glow—a playful but meaningful message that encourages emotional ease, self-worth, and joy. It’s a space where young adults can pause, enjoy a drink, connect, and feel seen. Inspired by this mission, I designed the cafe’s app, logo, and full branding system to reflect warmth, empathy, and playful calm.
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Branding design
UI design
Illustration -
Figma
Adobe Illustrator
Photoshop
InDesign
About & Client Needs
Client:
“I want my cafe to be a safe, comforting, and friendly space, but also fresh and youthful.”
DOG Cafe is located in New York City—a place full of talented, fabulous young adults. While NYC is known for its vibrant culture and endless opportunities, it’s also a city where stress, loneliness, and mental health struggles are all too common. According to research from USAFacts, the suicide rate in New York has increased by 34.9% over the past 20 years, and 90% of suicides in the U.S. are linked to mental illness.
With this reality in mind, DOG Cafe was created with a mission: to remind people to stop overthinking, to truly listen to others, and to offer kindness whenever possible. DOG stands for Don’t Overthink, Glow—a playful but meaningful message that encourages emotional ease, self-worth, and joy. It’s a space where young adults can pause, enjoy a drink, connect, and feel seen.
Moodboard
New York City is full of energy, creativity, and opportunity—but it can also feel overwhelming and isolating. DOG Cafe was created to be a comforting space where young adults can take a breath, connect, and feel seen. I wanted the mood board to reflect this emotional need: something soft, human, and quietly joyful.
The name "DOG" stands for Don’t Overthink, Glow—a playful phrase that carries a deeper message about self-worth, mental wellness, and kindness. I built the visual direction around this duality: lighthearted, yet emotionally sincere.
After looking into competitors, many of whom lean heavily into hyper-minimal, trend-based branding or overstimulating visuals, I chose to create a more gentle and personal visual language. The mood board features soft, calming colors, hand-drawn doodles, and rounded forms to evoke warmth and vulnerability.
Rather than designing something overly polished or mechanical, I focused on imperfection and emotional softness—textures, sketchy lines, cozy environments. This communicates a brand that feels like a loyal friend—not a business. The visuals should make people feel they can show up exactly as they are.
Logo & The Birth of a Character
The client envisioned an illustrated logo centered around a mascot—an iconic and memorable character that would represent both the café and the spirit of New Yorkers. This figure was meant to feel like a trusted, youthful, and comforting friend—someone who understands the city’s emotional weight and quietly offers warmth, presence, and joy.
To reflect the everyday emotional reality of New Yorkers, I chose to give the mascot a straight face—a subtle nod to the city’s culture, where people often appear busy, serious, and emotionally guarded. This expression doesn’t mean coldness—it symbolizes resilience, focus, and quiet strength. By giving the dog this straight, calm expression, I aimed to create a mascot that mirrors New Yorkers while gently offering comfort and presence—a steady companion who understands without needing to say much.
Personality & Branding
UX / UI
In addition to the brand identity, the client also requested a mobile app design that would serve a dual purpose: a convenient platform for mobile ordering and a safe, welcoming space for emotional expression. The goal was to go beyond a typical cafe app by creating a digital extension of DOG Cafe’s core mission—supporting mental wellness and human connection.
While the app will include standard features like menu browsing and ordering ahead, it will also feature a thoughtfully designed space where users can share how they’re feeling, check in with themselves, or leave encouraging messages for others. This reflects the café’s belief that even small moments of honesty, empathy, and kindness can brighten someone’s day. The design approach focuses on simplicity, emotional warmth, and ease of use, ensuring that every interaction—whether ordering a drink or sharing a thought—feels natural, comforting, and aligned with DOG Cafe’s values.
