Acme Cafe

2010

As conceived by owners Alan and Peggy Hoffman, the identity for the Acme Café wanted to be grounded in an unpretentious, blue-collar tradition. Specifically the Acme offers simple, excellently-prepared homemade food and intelligent, professional service. Visually the vibe is classic with a knowing nod to the current, plain-spoken with an appreciation of metaphor. Located in a historic Vancouver neighbourhood, the identity called upon the decades of the 30s and 40s, as showcased by its wooden painted sign.

Critical for the Acme Cafe website was to have the menus and the location (also the twitter feed and photo stream) to be navigable from one screen and to work quickly and well on any mobile device (so no flash fanciness). The simplicity of this approach reflected Acme’s philosophy of intelligence and professionalism and the look and feel of the identity were maintained by hewing closely to the colours of the identity and the type treatment from the menu.