In Zagreb, as well as in the rest of the Balkans, drinking coffee is the most important tradition. The phrase "Let's go for coffee?" can simultaneously be an invitation to a business meeting, a first date, casual socializing, and many other things. But what if we want to take that gathering to a higher level? The newly opened bar, TEN22, is a place that aims to combine daily coffee drinking with an afternoon "after-work" program and excellent cocktails, accompanied by a top-notch selection of music from local and regional DJs.
TEN22 merges the laid-back atmosphere of a café, the mixology of a bar, and the vibe of a club into a fresh, new concept. That's precisely why its visual identity can best be described as "fresh."
It's not conventional, and at first glance, it may not seem to fit a café, but those who know that TEN22 is much more than that will understand the complexity and modularity of its visual identity.The visual identity consists of five geometric shapes that are used both together and separately for visual coding purposes. Therefore, all five shapes can be found on the main storefront and online materials, while in the menu, those that highlight different types of drinks more clearly are used. In signage, they are combined with letters to create new pictograms, and on shirts, the roles of each person, such as selector, crew, or family, are displayed.
Lada Kušec Deči and Klara Baturić are graphic designers from Zagreb. Lada completed her studies at Zagreb School of design, specializing in visual communication, and has been working as a freelance graphic designer and content creator since then. She also facilitates creative workshops for children. Klara is a student of Marketing Communications Design at the Algebra University College. They started designing together by helping each other with assignments in college, and they realized that they work excellently together and complement each other. TEN22 is their first serious joint project, but they hope it won't be their last.