Fillmore Coffee is a hole in the wall neighborhood coffeeshop hidden in a small alley in Setiabudi, Jakarta. The couple behind it, Randy and Astria named Fillmore as an homage after a San Francisco district they frequented while they were both living in the Bay Area.
Their aim is to bring the same warm, family-owned atmosphere the neighborhood is widely known for. Fillmore Coffee’s space is intentionally smaller than most, hoping to bring people closer together through their caffeine fix. More about them here.
The visual identity aims to bring the laid back, mom-and-pop personality of Fillmore to the forefront. This was achieved through a timeless deli look and colors with an added quirkiness. The logogram itself is a slanted F with a nod to the distinctive building silhouettes often found on San Francisco’s hilly streets. A condensed, rounded sans-serif GT Pressura is chosen as the primary typeface.