Overview
Joysey Cafe pulls espresso on Broadway in Elmwood Park, New Jersey. A new cafe lives and dies on first impressions, and most of those happen on a phone. I wanted to give a brand-new spot the swagger of a place that has always been there, then make the menu and the address impossible to miss.
Highlights
- A voice with a chip on its shoulder. I leaned all the way into Jersey pride. “Better Coffee. From Jersey.” anchors the hero, and a comic-panel “NEW YORK COFFEE? NAAAH!!” gives people a line to quote back.
- Menu and visit, front and center. I pointed the hero straight at the menu, and kept the address, phone and Instagram one tap away.
- A menu that reads like a board. I grouped the drinks the way a regular scans the board behind the counter, instead of burying them in a PDF.
- Ready for order-ahead. I built the hero around “order ahead, skip the line, tell us your name,” so the cafe is ready for online ordering as it rolls out.
Design and Build
Near-black, warm cream and one espresso-orange accent. The type reads like a hand-painted shop sign, and the comic panels keep it from taking itself too seriously.
Process
I led the creative direction and the UX/UI design at TAG Online. The TAG team handled the build.
More from Joysey Cafe
