Porch Coffee
2024
Branding, Identity System, Wayfinding, Illustration, Retail Design, Creative Direction
Petra Gana
Benjamin Abesamis
Tim Lopez
Kay Aranzanso
Porch is a coffee shop in Clark, located in a historic barnhouse built in 1904 along the Parade Grounds. These heritage structures blend American and Filipino architectural elements, creating open, breezy spaces. Inspired by this, we designed the brand to evoke a sense of fresh air and relaxation, mirroring the inviting atmosphere for families and friends who gather there.
Once a U.S. cavalry training ground, the Clark Parade Grounds have since become a gathering place for the local community. Today, it’s where bikers, runners, and families come to move, breathe, and enjoy the open air.
We took cues from vintage Americana, summery hues, and outdoor leisure. Inspired by Seurat’s La Grande Jatte, the identity uses color and form to evoke the breeziness of an open field and fond memories of the outside.
Grounded in history, the identity reflects Clark’s evolving character.
Inspired by nostalgic Americana, the logotype balances tradition and contemporary character.
The rocking chair icon symbolizes the porch, the heart of the barnhouse.
It embodies a space to relax, savor life’s moments, and breathe easy, which is a reflection of the brand’s philosophy.
Americana & Clark's Open Spaces
The logotype takes cues from bold Americana typography, reimagined with a modern, youthful edge. Its sturdy letterforms give the brand a confident presence, while vibrant colors capture Porch’s easy energy and lived-in warmth.
The typography builds on the bold energy of the logotype, softened by approachable details. Its flexible weights adapt easily across brand applications.
Layouts use gingham patterns as borders and dividers, reminiscent of picnic mats.
Illustrations show people running, biking, flying kites, and strolling through open fields. Scattered throughout the layouts, these playful elements bring energy and movement to the brand’s visual storytelling.
Through photography and print effects, Porch takes people back to fond, sunny outdoors memories.
Rooted In Local Context
Designed with flexibility in mind, the brand makes space for constant collaboration, from seasonal merchandise to community events that celebrate local connections.
