Branding
Haffogato
Situated between the base and the field, Pogato is far more than just a coffee shop—it is a sanctuary designed to offer soldiers a necessary pause. The space invites them to lay down their helmets, sink into comfort, and remember that even in uniform, it is okay to rest. Born from the insight that soldiers need a moment of freedom, the branding utilizes rebellious military slang to create a unique vibe. This holistic experience combines the aroma of fresh espresso with cozy seating corners, open green spaces, and a welcoming atmosphere that greets everyone with a smile.
BRANDING_COURSE
BY AMIT TAL
01
About Project
From Brand Identity to Physical Experience Pogato is a holistic branding project designed to offer soldiers an escape from their routine. The visual language doesn't just live on a logo; it dictates the entire atmosphere. Using a palette of warm tones and "rebellious" typography, the design transforms the space into a sanctuary. The branding connects the physical elements—from the cozy beanbags ("Hafuch") to the open green areas—creating a cohesive environment that signals: "It is okay to rest here."
Rootedness
Censorship
Transformation
Layering
Identity
02
Fonts & Colors
San-serif
South
regular
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MAIN
#64642a
#dbc6a8
San-serif
Omes
DemiBold
Bold
Stencil
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03
Illustration
To humanize the brand, I created a dynamic illustrated character: The Rebellious Soldier. Designed to challenge military rigidity with humor, he adapts to various contexts within the branding. His primary function is to act as comic relief, bridging the emotional gap between the intense daily routine of the soldiers and their relaxing downtime at the coffee shop.
04
Social
A Digital Base The social media strategy goes beyond showcasing products; it builds a community. By using authentic military slang and relatable "inside jokes," the content acts as a digital extension of the physical sanctuary. It’s a place where soldiers can laugh at their daily struggles, feel understood, and engage with the brand on a personal level.
05
Rendes
Visualizing the Escape - The 3D renders bring the vision to life: transforming a rugged military zone into a warm, inviting oasis. Through the use of soft textures, wood, and greenery, the space signals a complete shift in pace—from tension to relaxation.
06
Look & Feel
The Brand Wall from the presentation - A curated composition of typography, color, and illustration. This layout establishes the visual rhythm of the space and sets the immediate tone for the visitor.
