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Alpha Deli




A soulwarming Greek café in the heart of Amsterdam, with specialty coffee and slow food 


Alpha’s mission is to redefine the perception of Greek culture and cuisine while simultaneously inspiring a shift toward slow living in today’s fast-paced urban life. The café aims to transport every guest, evoking a sense of nostalgia and infusing their hearts with the warmth and spirit of a Greek summer.




The café needed a strong brand identity in order to stand out in the competitive coffee segment in Amsterdam. Therefore Alpha is positioned as a community-driven space that offers more than just coffee. The goal was to create a brand that felt both welcoming and refined, appealing to a young and creative audience.

Alpha’s creative direction is inspired by warm sunny days and the timeless charm of Greek tradition. The colour palette is inspired by the sunset, evoking a sense of ease reminiscent of summer memories. The visual identity blends classic charm with bold modernity, using fluid motions and contrasting elements to add depth.

logo made in collaboration with Rutger Broekman

The unique handwritten logo evokes emotion and authenticity, drawn in a wavy movement to represent the waves of the Mediterranean sea. It subtly incorporates the Greek α twice as a hint to its origin. The vibrant sun acts as the brand symbol and also nods to the Mediterranean roots.
The logo was made in collaboration with graphic designer Rutger Broekman.

Alpha’s brand icon merges the sun with a Cycladic sculpture, embodying the brand’s essence. Cycladic Art, known for its experimental spirit and ritualistic significance, mirrors Alpha’s character. The anthropomorphic figurines symbolize human connection, while the chosen sculpture captures a moment of rest with enjoying a cup of coffee under the sun. This evokes the exact mood Alpha aims to stimulate.

Promotion video:

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The posters enhance street visibility and emphasize Alpha’s philosophy of escaping urban chaos and embracing a slower pace of life.

Encouraging words and playful graphics are woven throughout the brand’s narrative, setting a cheerful tone and inviting guests to embrace the joy of everyday moments.





A fully-executed project by me, including all deliverables: 
business plan ● concept development ● brand identity ● brand strategy ● target group research ● visual identity ● logo design ● packaging & menu design ● creative direction ● social media strategy ● brand communication ● interior design elements







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