Counterpart

Counterpart is a chic, all-day brunch and coffee shop

serving delicious, plant-based comfort food to Echo Park locals and visitors.

Services

Verbal Identity
Visual Identity
Packaging Design

Menu mockup for Counterpart featuring black-and-white color palette, minimalist layouts, and custom illustrations, demonstrating an urban, cool, organic, and homey feeling brand identity, designed by TRUFFL branding agency.

The TRUFFL

More than just another restaurant, Counterpart aims to be a community living room, building an inviting neighborhood feel that welcomes guests and treats them like family.

Process

We visited Counterpart and tried the menu, visited likeminded neighborhood businesses in Echo Park, and traveled around other major cities in the US to find industry leading cafes as competitive references.

Food photography for Counterpart featuring pastries and coffee on tabletop, demonstrating an urban, cool, organic, and homey feeling brand identity, designed by TRUFFL branding agency.
Packaging mockup for Counterpart featuring black-and-white color palette, minimalist layouts, and custom illustrations, demonstrating an urban, cool, organic, and homey feeling brand identity, designed by TRUFFL branding agency.

Brand Identity

Counterpart’s brand identity blends Eastside LA urban coolness with an organic, homey neighborhood cafe feel. We used a simple black and white color palette and minimalistic layouts to counterbalance the colorful, vibrant restaurant space and food. And we designed custom patterns inspired by the unique tile in the restaurant, hand drawn illustrations as well as custom seals and inconography.

Brand book layout design for Counterpart featuring black-and-white color palette, minimalist layouts, and custom illustrations, demonstrating an urban, cool, organic, and homey feeling brand identity, designed by TRUFFL branding agency.
Packaging mockup for Counterpart featuring black-and-white color palette, minimalist layouts, and custom illustrations, demonstrating an urban, cool, organic, and homey feeling brand identity, designed by TRUFFL branding agency.
Packaging mockup for Counterpart featuring black-and-white color palette, minimalist layouts, and custom illustrations, demonstrating an urban, cool, organic, and homey feeling brand identity, designed by TRUFFL branding agency.
Packaging mockup for Counterpart featuring black-and-white color palette, minimalist layouts, and custom illustrations, demonstrating an urban, cool, organic, and homey feeling brand identity, designed by TRUFFL branding agency.

Illustrations

Custom illustrations use a human, natural, and imperfect style meant to align with the brand’s neighborhood feel and the organic, natural ingredients used on the menu.

Packaging mockup for Counterpart featuring black-and-white color palette, minimalist layouts, and custom illustrations, demonstrating an urban, cool, organic, and homey feeling brand identity, designed by TRUFFL branding agency.

Packaging

As a neighborhood restaurant, we thought a neighborhood map featuring key independent businesses in the area would help develop closer community ties. Pressed juice bottles let the colorful juices do the talking, with crafty packaging and simple hand-drawn illustrations.  Takeaway packaging features key brand taglines and witty phrases about brunch. 

Postcard mockup for Counterpart featuring black-and-white color palette, minimalist layouts, and custom illustrations, demonstrating an urban, cool, organic, and homey feeling brand identity, designed by TRUFFL branding agency.
Packaging mockup for Counterpart featuring black-and-white color palette, minimalist layouts, and custom illustrations, demonstrating an urban, cool, organic, and homey feeling brand identity, designed by TRUFFL branding agency.
Dining tray mockup for Counterpart featuring black-and-white color palette, minimalist layouts, and custom illustrations, demonstrating an urban, cool, organic, and homey feeling brand identity, designed by TRUFFL branding agency.
Beverage cup mockup for Counterpart featuring black-and-white color palette, minimalist layouts, and custom illustrations, demonstrating an urban, cool, organic, and homey feeling brand identity, designed by TRUFFL branding agency.

Merchandise & Collateral

With Counterpart’s apparel, we sought to create stylish and minimalistic apparel free from overly corporate-feeling branding that the trendy denizens of Echo Park would embrace.

Merchandise mockups for Counterpart featuring black-and-white color palette, minimalist layouts, and custom illustrations, demonstrating an urban, cool, organic, and homey feeling brand identity, designed by TRUFFL branding agency.
Layout design mockup for Counterpart featuring black-and-white color palette, minimalist layouts, and custom illustrations, demonstrating an urban, cool, organic, and homey feeling brand identity, designed by TRUFFL branding agency.
Social media mockups for Counterpart featuring black-and-white color palette, minimalist layouts, and custom illustrations, demonstrating an urban, cool, organic, and homey feeling brand identity, designed by TRUFFL branding agency.
Table mat mockup for Counterpart featuring black-and-white color palette, minimalist layouts, and custom illustrations, demonstrating an urban, cool, organic, and homey feeling brand identity, designed by TRUFFL branding agency.
Store door mockup for Counterpart featuring black-and-white color palette, minimalist layouts, and custom illustrations, demonstrating an urban, cool, organic, and homey feeling brand identity, designed by TRUFFL branding agency.
Store sign mockup for Counterpart featuring black-and-white color palette, minimalist layouts, and custom illustrations, demonstrating an urban, cool, organic, and homey feeling brand identity, designed by TRUFFL branding agency.
Store sign mockup for Counterpart featuring black-and-white color palette, minimalist layouts, and custom illustrations, demonstrating an urban, cool, organic, and homey feeling brand identity, designed by TRUFFL branding agency.

Raphael and the TRUFFL team’s vision, level of execution and talent transform Counterpart from being a generic neighborhood cafe to a brand that is unique, friendly, beautiful, and meaningful.

Josh Pourgol, Founder

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