Silly Social — Brand Creation for a Premium Playcafé in London
I created the brand for Silly Social, a new playcafé opening in Highgate, London. The concept brings together a thoughtful, design-led space where children can play, build relationships and socialise, while parents enjoy a refined coffee experience in a setting that feels considered and premium.
As the first of its kind in the area, Silly Social sets a new standard for family-friendly cafés — combining safe, inspiring play for children with a lifestyle-driven café for adults. The brand is built to connect with the local community while establishing a unique, long-term presence in the hospitality space.
Brand Strategy & Positioning / Brand Naming / Visual Identity
Finding the Right Space in the Market
Silly Social was created to offer something different from the usual soft-play café — a place where children can explore and connect, while parents enjoy a refined coffee shop experience. I positioned the brand around the idea of play with purpose: thoughtful, balanced, and designed to feel premium yet welcoming.
A Name That Balances Play and Poise
The name needed to be playful enough for kids, but credible enough for a lifestyle-driven café. Silly Social struck the balance — memorable, fun, and rooted in the idea of connection. It tells the brand’s story in just two words.
Visual Identity for Two Audiences
The identity avoids children’s brand clichés, instead blending sophistication with subtle playfulness. A clean wordmark with a smiley detail brings warmth, while a rich green palette adds depth and refinement. Together, the system works for both sides of the experience — a safe, inspiring space for kids and a café adults genuinely enjoy.
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