Inspired by the idea of giving tribute to the bond between rider and horse and the daily grind each put in to strengthen each other. We alluded this concept to the cafe giving determination to people to rise and face the day.


Branding • Packaging


While ambiguous at a glance, Hoof’s mark holds multiple hidden symbolisms. The logo communicates a rider’s vision—rising each day as the sun does,

facing the light, and riding forward. The logo when inverted, transforms to an image of a jockey.