Proving Grounds Cafe

Created by Yannick Chan, Proving Grounds is a new cafe in South Yarra. Yannick engaged us to help them build their brand in line with his values of testing and experimenting his way to the perfect cup of coffee, or accompanying meal – resulting in an adaptable menu.

We used the tagline of “a place of possibility” to direct the brand values, visually represented by mathematical symbology, referencing the world-famous e=mc2 formula. What resulted was a modular brand that could change to suit its medium, which to us, only strengthened its core idea.

– Branding
– Iconography
– Print design
– Responsive web design
– Store signage


Main logo as pictured on the left.

Logo variations created for varying uses, take-away cups, business cards, website etc.

As part of the overall branding project we also created a series of signs and light-boxes for the store using not only the logo, but brand iconography, as well as determining the colour-scheme and brand positioning for the La Marzocco coffee machine.

For the brand to communicate on all channels we designed a fully-responsive blog/website that also linked to social media accounts – all with branded graphics prepared.

“Studio Fellow did a fantastic job of developing the branding for Proving Grounds out of a few simple ideas.  They gladly took on board any feedback or comments we had, kept us involved throughout the whole design process, and made sure we were completely satisfied with all design deliverables.  I couldn’t recommend Studio Fellow highly enough”

Yannick Chan – Owner