Branding Identity, Packaging, Print
Retrograde is a cozy coffee stop nestled into Nashville’s east side dedicated to providing the neighborhood with a welcoming spot to slow down and press pause for a moment on the daily path.
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.
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.
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.
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 mimics the shape of Sputnik I, Earth’s first artificial satellite, in the form of a simple interstellar monogram.
The visual identity features reclined folds and seams in the menu system to match the logotype and speak back to idea of Mercury in retrograde. The interstellar pattern and minty warm palette complement the sophistication of the system’s gold foil reminiscent of a NASA satellite.
The visual identity features reclined folds and seams in the menu system to match the logotype and speak back to idea of Mercury in retrograde. The interstellar pattern and minty warm palette complement the sophistication of the system’s gold foil reminiscent of a NASA satellite.
Creative Direction: Jeff Perky
Design: Jeff Perky, Rex Runyeon
Project Management: Alden Dienethal
Environmental Photography: Nicola Harger
Project Photography: Brett Warren
Window Signage Execution: I Saw the Sign
