Intricate! Bold! Inviting! You yearn for these sensations in your coffee experience. Dishes with the freshest of ingredients are the only possible pairing. But a café experience is so much more than the quality of their food; cafés are breakfasts with friends, long conversations at night, and a sense of being part of the world around you. Upstream takes this to heart. Embodying their place as a center in their communities, they operate their cafés as hubs for urban farming. Mirroring the tangled aromas of freshly brewed coffee, Upstream weaves its bright and inviting nature into every part of their identity, and so much deeper.
Upstream pursues ethical and eco-friendly operation. After careful consideration, the Haptik team created a visual system to engage communities. An exposed section of vegetable aligns with the contours of the city’s heart proudly showing how Upstream sees the relationship between food and community. The logo embodies their goals and finds completion in a large mural showing motion and connection.
The mural is broken down into a series of illustrations celebrating the differences between urban and natural. These individual segments permeate the touchpoints of the upstream environment, showing the beauty of being part of something larger. They show Upstream’s devotion to connecting with the world and transforming it to be more than a series of parts. This new way of consuming urban food looks Upstream to celebrate interaction and care.