Ritual is a personal visual identity project for a mystical-style coffee shop that also functions as a bookstore and creative space. The aesthetic is heavily influenced by witchcraft iconography, reinterpreted with a contemporary graphic sensibility.
The central logo—an eye crowned with flames—is the cornerstone of the entire identity system, appearing on menus, clothing, signage, and social media with confident versatility.
The logo was designed to function as a complete emblem—icon and wordmark—as well as independently. The digitally drawn fiery eye motif alludes to occult symbolism and omniscient iconography, while the bold serif typeface of "RITUAL" lends it the permanence of a proper noun.
The vibrant red, along with black and cream, creates a palette that is dramatic without being heavy. This color combination allows the identity to adapt to both light and dark surfaces without losing its character.
The identity was applied to menus, business cards, social media templates, indoor and outdoor signage, and branded apparel. An Instagram feed was created to test the visual system on a smaller scale, demonstrating the logo's legibility in any context.
For the digital arm of RITUAL, café imagery is blended with the brand's graphic language and colours, maintaining a visually appealing mosaic. Four types of posts are used: café shots with a subtle RITUAL flame, clean informational posts on cream or red backgrounds, and news posts on the same grounds. Each post works independently while the feed reads as a coherent whole.
