Comb is a neighborhood coffee shop in Edinburgh built around a playful and memorable brand story. Inspired by the meaning of its name(the comb of a rooster) I developed a mascot with a charming twist: a sleepy rooster whose job is to wake everyone up, but who can't even wake up himself until he has his first cup of coffee.
I brought this concept to life through a custom character animation, following the rooster's transformation from exhausted and half-asleep to energetic and ready to greet the day after drinking his coffee. This narrative became the heart of the brand, giving COMB a distinctive personality that customers could instantly connect with.
The rooster was integrated throughout the visual identity, appearing on coasters, merchandise, packaging and illustrated sitting proudly on top of coffee cups for loyalty cards or wearing Scottish Kilt on porridge section on the menu. By building the branding around a relatable story rather than just a logo, the identity became memorable and full of character, creating a cohesive experience that extends from the first impression to every customer interaction.
