Full strategy and design for the inviting brunch bistro in North Vancouver.

Loam, a brunch bistro in North Vancouver, is the creation of a passionate chef and barista couple embarking on their first venture as restauranteurs. They envisioned a space that was playful, fun, and inviting, reflecting their love for great food, coffee, and plants.

The result is a flexible visual identity system that captures the casual, vibrant energy of Loam. Inspired by the natural beauty of North Vancouver's rainforests, organic, abstract Matisse-inspired shapes are used throughout the brand's visuals. These forms not only convey the fun and relaxed atmosphere of the bistro but also connect to the lush, plant-filled interior of the bistro and the flora and fauna of the region.

We arrived at the Loam name, the term for a rich, fertile soil, representing growth and life, much like the bistro's aim to cultivate a lively community space filled with greenery.

Alongside the visual identity, we developed a brand strategy that positioned Loam as a destination for great coffee and amazing brunch in a bright, comfortable, and modern setting—all offered at reasonable prices. This essence was distilled into the tagline: “Great coffee, amazing brunch. We’re Loam.”