ABOUT

A coffee Brand with Character

In a crowded coffee market dominated by polished, neutral corporate chains, standing out requires more than just a nice logo. When founder Guto launched Bore Da, an independent mobile coffee bar operating out of a classic Piaggio van, he needed a brand identity that avoided generic, minimalist trends and captured the warmth of local community culture.

We built an authentic, character-driven brand identity rooted in Guto’s Welsh heritage and daily customer relationships. Named after the Welsh phrase for "good morning", Guto’s signature greeting, the visual system centres around his beagle, Gus, as a dynamic brand mascot. The resulting identity is raw, welcoming, and instantly recognisable across vehicle livery, packaging, and merchandise.

The typography and primary logotype were crafted to balance a handcrafted, approachable feel with professional durability. Moving away from the cold, sterile sans-serifs popular on high streets, the wordmark uses bold, friendly letterforms that feel grounded and tactile. The visual language reflects the spirit of a neighbourhood local: down-to-earth, unpretentious, and built for real conversation over a great cup of coffee.

While corporate competitors rely on abstract shapes and stock aesthetic templates, Bore Da needed an anchor that felt genuinely human. Enter Gus, Guto’s beagle and the unofficial heart of the business.

We transformed Gus into a dynamic brand mascot and illustration system that brings energy to every touchpoint. Designed with personality and flexibility in mind, Gus appears in various playful poses across the brand experience, welcoming customers, holding coffee cups, and adding an element of joy that transforms standard branding into memorable character design.