Guilder is known for many of the noteworthy characteristics that we find The Princess Bride story: bright, humble, hard-working, empathetic, and justice seeking. At the same time, their roots are right here in the Pacific Northwest, home to their sister roastery Junior’s.
We infused the café’s literary theme with a distinctive feel of a specialty coffee innovator rooted in the Pacific Northwest; illustrations of Oregon’s buttercup flower—also the namesake of the Princess Bride heroine—and colors are reminiscent of those found in the coastal landscape of The Princess Bride world, as well as throughout Oregon.
There are two distinct logos and color palettes for Guilder. The first represents Guilder as brand as well as the original location. The second represents the Guilder Cafe now open in Powell’s Books. In each, the design fuses a bold, modern lockup with a shape that reminds us that we are looking through a window to a story, or perhaps looking at a book and about to turn the page.
“We love the new branding for Guilder and Guilder Cafe! Whenever I see it in print or digital, it makes me smile. ”
We had the opportunity to get schooled on Junior’s history during the production of our show, Unpacking Coffee. A highlight was chatting with illustrator Elizabeth Chai, who divulged Junior’s “color palette and the lettering was meant to be like the playfulness of a child.” With this as our muse, we worked with photographer Gritchelle Fallesgon to artfully capture Junior’s personality in photos.
If the initial brand was the opening of childlike wonder and play, then our web redesign project would ask the question: “What happens when this kid hits their teen years? How do they grow? What have they learned?” It immediately became clear that Junior’s had grown into a strikingly confident and curious teen ready to take on the status quo.
“We are really happy with our new website… It feels like a genuine reflection and representation of our current values, vision, and goals.”