fitz and starts cafe

Covid-19 affected small businesses in ways no one could imagine. In response, Fitz and Starts Baker and Owner Pat O'Malley decided to retool his restaurant to better support the community of local producers and raise the bar for hospitality workers' quality of life. He decided to rebrand his cafe to align with its newfound mission. The new brand design pulls inspiration from alchemy symbols, reflecting the owner's spirit and interests, while exploring the duality of day and night, and of the idea of fits and starts. The logo contains hidden elemental symbols, similar to what you might find in bakery recipes. The icon is whimsical yet functional, as it is responsive to its environment. Finally, the combination of brass, soft pink, and midnight blue is a physical representation of the brand's playful tone.