The conceptual project Coffee Shop Royal is based on the idea of a dynamic visual identity that builds upon the graphic heritage of the former Royal Café in Čakovec, a hub of social and cultural life in the 20th century, interpreted through a contemporary design language. Inspired by the early 20th-century aesthetic, with a special emphasis on Art Deco, the identity is developed as a living visual system in which typography, a limited color palette, and stylized illustrations combine and permute to create a dynamic visual narrative. Instead of the traditional dominance of a logo, communication is built through atmosphere, rhythm, and detail. The identity is implemented through a series of posters, divided into three categories, packaging for Royal Beans coffee, price lists, and Royalty cards. The system allows for variation within clearly defined parameters, with each element consistently following the brand’s visual language. The project focuses on an experimental and coherent use of visual elements as tools for creating an emotional connection, not through nostalgic reconstruction, but through a reinterpretation of Royal’s history in a contemporary context.