Shaka Play Cafe is a boutique indoor play space designed to offer a welcoming, enriching environment for toddlers, kids, and their parents. Blending custom-designed play structures with high-quality café offerings, Shaka creates a destination that fosters creativity, connection, and relaxation.

I worked closely with the founder through a series of workshops to define the brand’s voice, values, and visual direction. Together, we mapped the customer journey, identified key emotional moments, and explored how the brand could feel both premium and playful. These early conversations informed not only the aesthetics but also the tone and positioning, ensuring the identity resonated with design-conscious parents while remaining warm and approachable.

The brand and logo system was built on a set of fundamental building-block shapes that form the foundation of the logomark. These modular forms extend into patterns, illustrations, and playful expressions across signage, packaging, interiors, and digital touchpoints. Their simplicity and approachability invite community participation, making the brand experience engaging for all ages and turning the visual language into an extension of play itself.

See Shaka’s Brand Guidelines