Project OverviewFig & Vine is a boutique artisan café inspired by the effortless elegance of the French Riviera and the slow pace of Savannah, Georgia.
The goal was to create a brand that felt refined without being pretentious—a neighborhood café where locally sourced ingredients meet European-inspired baking traditions. Every touchpoint needed to communicate craftsmanship, freshness, and warmth while standing apart from the rustic farmhouse aesthetic common among local cafés.The mission behind the brand is simple:
Brand Strategy • Brand Identity • Packaging • Café Collateral • Art Direction
The ChallengeThe strategyMany artisan cafés rely on predictable visual language: kraft paper, handwritten typography, muted neutrals, and rustic illustrations.
Fig & Vine needed a more elevated identity. The challenge became creating a brand that felt:
Sophisticated without feeling exclusive
French-inspired without feeling overly traditional
Premium while remaining welcoming to everyday customers
At the center of the brand was one promise: Artisan pastries, baked beautifully, grown locally.
That meant highlighting not only handcrafted baking, but also the café's commitment to sourcing seasonal fruit and herbs from nearby farms throughout Georgia.
Rather than leaning into rustic aesthetics, the identity embraces quiet luxury.
Inspired by Riviera cafés tucked along stone streets, Mediterranean gardens, fresh citrus groves, linen tablecloths, and slow mornings over espresso, the brand balances elegance with approachability.
The positioning centers around three pillars:
Beautifully Crafted
Every pastry feels intentionally made—from laminated croissants to seasonal galettes.
Locally Rooted
Fresh herbs, berries, figs, peaches, and citrus come from regional growers, reinforcing freshness while supporting local agriculture.
Slow Moments
Fig & Vine encourages customers to linger. Coffee isn't rushed, pastries aren't mass-produced, and mornings become something worth savoring.
The strategyRather than leaning into rustic aesthetics, the identity embraces quiet luxury.
Inspired by Riviera cafés tucked along stone streets, Mediterranean gardens, fresh citrus groves, linen tablecloths, and slow mornings over espresso, the brand balances elegance with approachability.
The positioning centers around three pillars:
Beautifully Crafted
Every pastry feels intentionally made—from laminated croissants to seasonal galettes.
Locally Rooted
Fresh herbs, berries, figs, peaches, and citrus come from regional growers, reinforcing freshness while supporting local agriculture.
Slow Moments
Fig & Vine encourages customers to linger. Coffee isn't rushed, pastries aren't mass-produced, and mornings become something worth savoring.
Final OutcomeFig & Vine establishes a distinctive position within Savannah's café scene by blending Mediterranean elegance with Southern hospitality.
The final identity feels elevated yet lived-in, refined yet welcoming—a brand that reflects the quality of its ingredients and the care behind every pastry.
More than a café, Fig & Vine becomes a destination where thoughtful design supports an equally thoughtful customer experience.