Centro | Crafting a Visual Heart for Canberra’s Café Culture

The Client: Centro

Sector: Hospitality | Specialty Coffee & Casual Dining

Location: Canberra, ACT

Services: Logo Design, Visual Identity, Brand Strategy

Date: 2025

The Challenge: Standing Out in a Sophisticated Coffee Capital

Canberra is home to a discerning and highly competitive café scene. Centro needed a visual identity that felt both “central” to the local community and sophisticated enough to appeal to specialty coffee enthusiasts. The challenge was to create a logo that felt warm and welcoming while maintaining a modern, professional edge that would look as good on a coffee cup as it would on a storefront in the nation’s capital.

The brand needed to move away from generic “coffee bean” imagery, opting instead for a minimalist mark that symbolises a meeting point—a true “centre” for social connection.

The Solution: A Study in Modern Social Connection

The Endless Coconut focused on creating a “Social Landmark” mark that serves as the visual anchor for the café’s atmosphere.

• Logotype & Geometry: We developed a custom logo that uses clean, balanced letterforms to represent stability and modern hospitality. The geometric “O” in Centro serves as a subtle visual metaphor for a table or a gathering space—the central point where the community meets.
• Warmth-Led Palette: We curated a palette that avoids the predictable “brown and black” of many cafés. Instead, we chose tones that evoke warmth, sunlight, and fresh ingredients, ensuring the brand feels inviting from the very first glance.
• Versatility for Physical Collateral: A café logo lives in many places. We engineered the Centro mark to be highly versatile, ensuring it retains its impact and legibility on everything from small-scale business cards and coffee labels to large-format outdoor signage and A-frames.
• Creative Relief for the Founder: By delivering a polished, ready-to-use visual identity, we provided the founder with the “ease” of knowing their brand was professional from day one, allowing them to focus on what matters most: the coffee and the community.

The Strategy: Designing for Sensory Recognition

In the hospitality world, the logo is the “face” of the experience. A professional, thoughtful mark acts as a primary signal of quality. This project demonstrates The Endless Coconut’s ability to take a physical space and translate its “vibe” into a high-impact visual asset that builds long-term brand recognition and customer loyalty in a crowded market.

The Result: A Polished and Recognisable Hub

The final logo for Centro has provided the café with a distinct, professional face that resonates with Canberra’s urban dwellers. It is a mark that feels established and “central” to the daily lives of its patrons. This project stands as a testament to our philosophy: that great design should feel like home.