
“Pick up a double ender then buy a double espresso” is a line of copy that features in a new brand identity for Sacred Grounds, a coffee shop owned, run and housed by St Anne’s Church in London’s Soho. The tone is “knowingly a bit provocative” says Wonderhood Design, the studio behind the work – but so is Soho. With the venture being community-driven, Wonderhood decided to tap into that history, delivering the name, logo, bespoke fonts, colour palette and advised interior and exterior design.
“As we were defining the brief, it became quickly apparent that the tone and copy would have to do several things,” says Wonderhood. “We had to land the fact that we are serving great coffee, showcase the links to St Anne’s Church, but also celebrate the fact that we’re in the heart of Soho.” Some core aspects that Wonderhood wanted to capture was the LGBTQIA+ community, sex shops, and the coming together of cultures.
“Father Simon was open to being challenged with the tone, and with St. Anne’s being an inclusive church, we wanted to celebrate the history of the area without judgement.” It boils down to a fairly simple goal, to welcome people in the space.