ALMOST HOMEGENERAL.
Start Monday designed the main logo and brand identity for Almost Home General, a neighborhood general store and coffee concept in Lincroft, New Jersey. A distinct visual identity built to live across storefront signage, packaging, and the everyday details of the brand.
The original roofline illustration, expressive script lettering, and widely spaced GENERAL wordmark establish the visual language of the brand.
ONE BRAND.
THREE FORMS.
A flexible identity built from one recognizable set of elements: a hand-drawn roofline, expressive script, and classic framed marks for different applications.
MADE TO
FEEL LIKE
HOME.
The identity extends beyond the logo itself, appearing on the exterior storefront and in the details customers see every day.
FROM THE
SIGN ABOVE
THE DOOR
TO THE CUP
IN YOUR HAND.
EVERYDAY
IDENTITY.
From the storefront to coffee, packaging, drinkware, and apparel, the identity moves into the details of the customer experience.
