MW Real Estate set out to create an office environment that felt like a coffee shop. They decided the best way to do this was to build, well, an actual coffee shop. Retrograde is cozy coffee stop nestled into Nashville’s east side that’s dedicated to providing the neighborhood with a welcoming spot to slow down and press pause for a moment on the daily path.

Taking cues from the name, the visual identity is inspired by the cosmic phenomenon of retrograde motion. Specifically, the moment when Mercury appears to hover and begin to move backwards. The reverse italic logotype features three custom Sputnik “Rs”, with geometric counters referencing Mercury, Earth and the Sun. The brand symbol pulls them together in a simple interstellar monogram, and the calming color palette is complemented with a touch of bright gold fit for a NASA satellite.

Photography: Nicola Harger