Customer story
Branding for a new East Bendigo cafe.
Naomi Dawson’s cafe in East Bendigo: proper crumpets made by hand, good coffee and a droopy dog on the cups.
Visit them online
Ten hand-drawn illustrations, made to sit beside the droopy dog.
Who they are.
Crumpet is a small cafe in East Bendigo’s Prime Business Park, built on one good idea done properly: a warm crumpet, made by hand, most mornings. Naomi Dawson opened it in 2026 after co-owning Forage in Strathfieldsaye, and named it for her British upbringing and a much-loved dog.
Who they serve
The offices and families around the business park, and anyone after a proper crumpet and a good coffee.
Good things, toasted.
The work, doing its job.
From the Crumpet brand package, June 2026, and their Instagram on 25 September 2026.
It’s bold, fun and will fit perfectly with the vibe we’re going for.
Naomi Dawson
Owner, Crumpet, on her brand directions
The launch
From first chat to opening day.
Naomi came to us with a name, a much-loved dog and a cafe to open. About a month later she had a brand ready for cups, tees, menus and signs.
Kickoff
A first meeting about the cafe, the name and the feeling Naomi wanted.
Scope signed
Scope and contract signed online, so everyone knew what was coming.
Three directions
Three brand directions, each telling the Crumpet story a different way.
The pick
Direction 1, the bold one with the droopy dog, with the illustrations from Direction 3 folded in.
The package
The logo in four colours, ten illustrations, fonts and a guidelines book, ready to use.
The brand, piece by piece.
A logo in four colourways, a warm palette, three typefaces and the brand in use, as we set them out for Naomi.
The work
What we made together.
Three brand directions, then a full brand package: the logo in four colourways, ten illustrations, typography and a guidelines book, with stickers, tees and an A-frame mocked up.
More Bendigo brands.
Other local businesses we design, print and market for.
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