Felix Culpa Brand Building — Branding & Positioning

Felix Culpa: Bringing a caffeine-powered brand to life, and then some

Felix Culpa

– Brand Identity
– Visual Design
– Web Design
– Brand Collateral
– Signage & Wayfinding


How do you bring together quality coffee, minimalist Japanese aesthetics and a thriving local community, whilst still remaining faithful to the local working-class roots?
That’s what entrepreneurs Danny Lam and Sharad Perera asked when approaching us to launch Felix Culpa, their first hospitality joint-venture.

Felix Culpa Brand Building — Designed & Printed Coffee Cups
The Outcome

We designed the Felix Culpa visual identity from the ground up, developing new logo systems, guidelines, branding, signage and marketing collateral. Furthermore, we also built an uncomplicated website with online-ordering integration to complement the in-store experience.


Upon launch of the brand, Felix Culpa quickly established itself locally, playing no small part in the reinvigoration of the main business strip of Reservoir, Australia.
Working as strategic partners, we helped to position the brand by leveraging the strong sense of local community spirit, whilst resonating with offbeat caffeine-lovers alike. As a result, the client recorded 45% month-on-month (MoM) sales growth leading into the COVID-19 pandemic.
Such was the success in building local connection that throughout government-mandated lockdowns, gross sales actually increased by 250%, with its convenient location amplifying Felix Culpa as a localised social support hub and provider of daily-essentials amongst the neighbourhood.

12 months after launching, we were tasked to further develop a visual identity for new popup sub-brand, Felix Up Late, to utilise a space for after-hours food and beverages. Foodies would be advised to watch this space…

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MoM sales growth
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turnover increase during lockdown
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productive latte drinkers
Felix Culpa Brand Building — Logo & Identity Design
Felix Culpa Brand Building — Designed & Printed Brand Collateral
Felix Culpa Brand Building — Designed & Printed Menus
Felix Culpa Brand Building — Outdoor Branding
Felix Culpa Brand Building — Mobile Website
Felix Culpa Brand Building — Outdoor Signage & Wayfinding
Felix Culpa Brand Building — Sub-Branding & Design


Darren and MATBAA’s grasp of brand, feel and identity has been synonymous with our own goals right throughout our business journey.
They have helped us to build a solid visual identity and branding with a sturdy framework from which we could freely develop our business, and to this day, remain sound partners to consult with.

Danny L | Director of Blank Slate Group

Let's talk.


1800 480 480

480 Collins Street
Melbourne VIC 3000

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