Velasquez &
Van Wezel
The Client:
An independent specialty coffee cafe in North London with a serious product and a story worth telling. They source and sell exceptional coffee beans, run regular events including cupping sessions with partner roasters, and have a team of genuinely talented baristas
The Brief
Communicate the quality and knowledge behind the coffee, better represent the people and atmosphere that make the cafe what it is, and bring the website and visual identity in line with who they actually are.
Strategic Thinking
Curated Consistency
The priority was building repeatable visual formats that could live beyond my involvement.
A photography template that was consistent, maintainable, and not dependent on one person being available.
Community
A social strategy shifted toward people. Profile shots of the team, video content inside the cafe — warm, unscripted, showing the knowledge and accessibility that already existed but wasn't being captured.
Staggered Rebrand
Building a prioritised task list that updated month to month.
Product photography, menu updates, color refresh, logo development, and a new hero video, sequenced so the most impactful changes landed first.
The roll-out
Content days ran weekly in the early stages, then moved to fortnightly once the foundations were in place.
Monthly sit down with the two co-founders to align on what was coming, upcoming events, new bean arrivals, seasonal menu changes, anything that needed planning ahead of time. From there I'd shoot, edit, and share content directly to our team chat for approval before scheduling across Instagram.
Developing decks laying out the updated visual direction — revised color palette, logo refinements, and art direction for the website giving the co-founders something concrete to respond to and iterate on together.
Content In the Wild
