Boris & Horton is a dog-friendly cafe in New York City’s East Side. Its previous visual identity featured a dizzying Pinterest board vibe along with Tim Burton inspired typography. However, the upstart establishment wanted to refresh its brand, looking for something more reflective, fun, and engaging for its younger clientele.
Boris & Horton enlisted agency Saint-Urbain, also NYC-based, to align the cafe’s visual identity with the chic East Side customer base.
The visual refresh hits all the right notes, creating a more engaging brand that is as cute as it is bold and witty. Soft hues get applied throughout, with minimal backdrops that punctuate the playful typography and graphics.
The cutesy logo featuring illustrated manifestations of Boris & Horton gets replaced with doggy faces that complement the new visual look with paw prints, starbursts, and spots scattered throughout. While flat illustrations dominate the overall identity and packaging, the real top dog is the customized typography that replaces the old logo.
The execution moves towards a more contemporary look and certainly looks more at home on Instagram than Pinterest. Overall, Boris & Horton feels approachable, friendly, and full of character-kind of like a really awesome dog.
