Bielke&Yang’s identity for Talormade celebrates unabashed femininity, character and colour
Taking on the coffee industry, and the attitude associated with it, is Oslo-based coffee-and-doughnut shop Talormade; a venture from Talor Browne, who has set out to challenge the expectations of artisanal coffee houses – in doing so paving the way for women in an industry incredibly dominated by men. Browne turned to fellow Oslovians Bielke&Yang for an identity that reflected her power, drive and vibrant character – looking for a brand that similarly won’t be told what to do, or how to do it.
The resulting identity is a charming world of its own, rich in colour, character and captivating configurations of typography and layout; found across their digital presence as well as packaging, products and physical stores. “Talor has an important voice and a strong and unique personality that we wanted the identity to represent,” Christian Bielke explains, thriving within the “bold, fun, colourful and different” visual aesthetic they created.
Bouncing off traditional American pink doughnut boxes, and playing into the “unabashed femininity” at the core of the brand, Bielke&Yang sought to add blue and green to the base palette after their success with exploring Radim Pesko’s Lÿno – thriving in the similarly unapologetically enthusiastic variants central to the typeface. “They are open and various, and their spirit is this: to resist normative tendencies and to reject the idea of definitive form,” Bielke explains, finding Lÿno an obvious choice for the brand. “Coming from a graffiti background myself, I usually try to separate those two worlds,” he adds, “but in this case, I guess we managed to combine the two.”
Placing into this vivacious, endless customisation akin to Lÿno, and the team’s application of it, Talormade’s resultant logomark is fluid – adaptable to any given formation, application and surface, finding a sophisticated grounding with Colophon Foundry’s Mabry typeface. “We wrap it around corners and we make insanely huge neon signs with it,” Bielke concludes, “it’s so much fun!”