The owner of PURE loved the idea of having a dove in her logo, so we went with a dove with smoke/steam coming out at the top. I thought having smoke/steam was the perfect choice for the lounge, because it could refer to both coffee and hookah.

For the brand, the shop was going to have a lot of greenery and plants everywhere. Nature was definitely a key part of the aesthetic, so that’s what we wanted to promote with the Facebook cover photo and the t-shirt. We wanted to keep the brand simple and stylish, while still incorporating that natural aspect.