Waypoint Coffee: Finding Your Way

Industry

Restaurant

Service category

When we first sat down with Chris and Char, their passion was inspiring. They wanted to create a gathering space where quality coffee meets meaningful moments. The name Waypoint was born from Chris’s deep connection to aviation and agriculture. In the sky, waypoints guide pilots; on the ground, they mark fields. It was a symbol of direction, purpose, and belonging. And this idea became the heart of the brand. Our task was to craft a brand that brought this vision to life.

Chris and Char had a bold dream, rich with meaning and rooted in community. Our challenge was to capture that essence and translate it into a brand that was both meaningful and practical – one that told the story while serving the real-world needs of a bustling cafe.

Solution

We designed Waypoint Coffee’s identity to feel both navigational and grounding. The logo and patterns took inspiration from aviation charts – where the letter “A” marks obstacles and stars serve as guiding lights – mirroring the cafe’s role in helping people find their way over a cup of coffee.  

The colour palette, drawn from the sky, captures the warmth of open horizons and endless possibilities, reflecting the energy and ambition behind Waypoint’s journey.

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