Founders
Green
Hex
RGB
CMYK
RGB
CMYK
#008441
0, 136, 71
100, 18, 100, 8
0, 136, 71
100, 18, 100, 8
The Founders Brand Guidebook
The team behind The Founders Cafe approached us to create a comprehensive brand
guidebook for their in-house staff. The goal was to turn the cafe’s concept,
personality, and visual identity into a clear internal reference that every
team member could easily follow and understand.
By translating the brand into practical guidelines, we helped ensure consistency
in the way The Founders Cafe is presented, while preserving the creativity and
character that make the brand unique.
Client
The Founders
Brandfolks // 2024
Logo & Branding Design
#MORE THAN JUST A CAFE
Built on the belief that good food should be memorable and brand experiences should feel authentic,
The Founders Cafe has crafted a distinct identity rooted in Malaysian culture, creativity, and community.
From bold fusion flavours and signature bagels to expressive illustrations and a vibrant
café atmosphere, every detail reflects a brand that is confidently and unmistakably its own.
We were engaged to transform this rich brand essence into a thoughtfully designed guidebook for their
in-house team, an internal brand document created to align staff, clarify the concept, and preserve
consistency across the full brand experience.
Founders
Founders
Orange
Hex
RGB
CMYK
RGB
CMYK
#EE3400
236, 57, 36
1, 93, 100, 0
236, 57, 36
1, 93, 100, 0
Founders
Bakery Pink
Hex
RGB
CMYK
RGB
CMYK
#E93A88
232, 59, 136
2, 91, 11, 0
232, 59, 136
2, 91, 11, 0
Founders
Beige
Hex
RGB
CMYK
RGB
CMYK
#FFF7E7
255, 247, 231
0, 3, 9, 0
255, 247, 231
0, 3, 9, 0
Let’s Go!
ABOUT THIS BRAND BOOK
This brand book captures the heart of The Founders Cafe, who they are,
what they stand for, and how they want to be seen in the world.
It acts as a shared guide for every team member, partner,
collaborator, and designer, helping the brand stay consistent,
recognizable, and full of personality at every touchpoint.
More than a set of rules,
it is a launchpad for creativity.
ILLUSTRATION SYSTEM
Illustration is one of The Founders’ strongest brand signatures.
Playful, quirky,
slightly exaggerated proportions
Beige cut-out borders when
used with illustrations
Hand-drawn
imperfections
Malaysian local characters
Thick pink outlines
No gradients or shading
Food
Drinks
# WORLD BEST BAGEL
A series of packaging designs was created for the bakery kiosk to bring the brand’s colours, energy, and overall vibe to life.
Malaysia is a beautiful tapestry of cultures, and that richness became a key part of the brand expression. Rather than simply celebrating it through food, The Founders Cafe reflects this layered diversity through hand-drawn illustrations, warm everyday lines, and cultural references that people can carry, use, and connect with.
#THE STRONGEST COMMUNITY
To bring The Founders Cafe beyond the cafe space, we extended the brand into a series of vibrant visual applications, from campaign posters and packaging to printed collateral and takeaway materials.
Every piece was designed to carry the brand’s bold colours, playful energy, and unmistakable personality.
More than just a cafe,
it feels like home, but better.
As a well-loved café known not only for its quality food but also for its eye catching visual identity across multiple locations in Malaysia, having a clear brand guidebook is essential.
It ensures every crew member understands the brand, applies it with confidence, and carries its visual language consistently across every outlet and touchpoint.
For The Founders Cafe, the guidebook becomes more than a reference, it is a foundation for long-term consistency, stronger brand recognition, and a more cohesive experience wherever the brand appears.
