The brand identity that Beetroot created for the ‘Stories: taste & tell’ café was developed around its visitors, the products offered and a series of stories regarding possible or impossible occurrences within the social context of the café. Using creatively the visual culture of ‘reading’, they developed a simple logo coupled by single, fine illustrations in black and white, which were also used for the products offered for sale. The brand identity was applied to the decorative applications inside the shop, the clothes for the waiters and baristas, and to a series of disposable items such as cups and packaging.