café au lait is a personal piece. my goal was to build an inviting and accessible brand around the fancy french name for “coffee with milk”. this (fictional) coffee shop is devoted to openness. the descriptive menu allows patrons to feel well equipped to order exactly what they want. the type is playful. the brand elements are light and simplistic with an emphasis on transparency. everything about the shop is designed to disarm the casual coffee drinker of coffee shop intimidation.