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HWY. CAFE
Mountain Sites, Vegan Bites
Brand refresh for Pemberton's first plant-based cafe
Nestled right off Highway 99 with a front-row seat to the majestic Mt. Currie, HWY Cafe has become a beloved landmark in Pemberton, British Columbia. Since opening in July 2020, this cozy, all-vegan eatery is run by a warm and welcoming husband and wife duo who serve up crowd favorites like juicy burgers, hearty wraps, crispy fries, and creamy soft serve. Their familial atmosphere, paired with unmatched kindness and service, quickly earned them a devoted following. The local love is evident. HWY Cafe has been voted Pemberton’s Best Overall Restaurant, Best Service, Best Value, and Best Plant-Based Menu multiple years running. With unbeatable views, food made with heart, and a staff that feels like family, it’s more than a stop. It’s a community staple.
The goal of this conceptual rebrand was to create a more cohesive and recognizable identity that celebrates both HWY Cafe’s location along the highway and their strong emotional connection to the community. With a unique blend of natural beauty, road trip nostalgia, and friendly hospitality, the refreshed brand needed to balance structure and fun. The visual system would build consistency across signage, packaging, apparel, and digital platforms while enhancing the overall guest experience.
The proposed brand refresh introduces a bold new logo and identity system inspired by North American highway signage, blending practicality with charm. Typography is set in Highway Gothic Expanded, the same letterforms used on Canadian and US highway signs. It's instantly familiar, highly legible, and full of character when used playfully. HWY Cafe is already recognized for their signature yellow, and this rebrand brings that color to life in new ways by incorporating it into traffic-style signage and iconography. Traditional road signs are reimagined with food-forward messages, turning familiar visuals into unique and memorable brand moments. The result is an identity system that feels right at home in its mountain-highway setting and builds on everything the community already loves about HWY Cafe.
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