Tropical Smoothie Cafe

The process began with an entirely new wordmark for Tropical Smoothie Cafe. Beginning with the palm tree logo, we translated some of its core DNA into a wordmark which carefully blends expressive ‘palm frond’ features with the geometric simplicity, expression and warmth of a humanist typeface, resulting in a completely refreshed new look for the brand.

Our typographic family extends the distinctive character of the logo and wordmark into a unique type family spanning across 3 weights - ExtraBold, Bold, and Regular.

Built on a humanist foundation, it carefully balances brand expression with legibility - translating the palm frond-inspired details into a typeface with lots of friendliness, warmth, and flexibility.

Working within the perimeters of the brand’s overarching brand expression, and alongside supporting art direction, illustration, and photography, Sway Display helps Tropical Smoothie cafe become more expressive than ever before. Working into playful compositions filled with bright, bold colours and textured illustration, Sway Display's ExtraBold cut feels right at home, especially when it breaks away from the baseline and becomes part of the imagery.

Translating this expressive core DNA, the lighter weights also allow Sway Display to work well in UI text settings, allowing Tropical Smoothie Cafe to create a more ownable ordering experience whilst still retaining enough legibility and accessibility to allow it to speak to a wide audience.