The business
Scroggin is a café in the heart of Wānaka, inspired by New Zealand's backcountry hut culture. Built around a spirit of exploration and adventure, the brand reflects a love of the outdoors and simple, honest hospitality.
The problem
Over time, the visual identity had become inconsistent, drifting away from the story that made the brand distinctive. The challenge was to reconnect the brand with its backcountry roots while creating a clear system for future applications.
The outcome
The refresh focused on refinement rather than reinvention. A comprehensive set of brand guidelines established a clear typographic hierarchy, simplified the graphic language and reintroduced subtle details inspired by trail maps and backcountry navigation. The result is a cohesive identity that feels considered, recognisable and true to Scroggin's adventurous character.
What I'd do differently
I'd take a more tactile approach to the exterior signage, carefully selecting materials that better reflect Scroggin's backcountry identity. While the illustration achieved its purpose, I think a more organic style would have created a stronger connection to the brand's story.
Credit
Created at White Light Studio
Responsibilities
Print collateral
Illustration
Exterior signage
Brand identity and guidelines
Packaging
Project scope
Project Lead
Brand roll-out