The Whippet In Linden

For the community, by the community 

The challenge


We were asked to create a brand for a coffee shop that would contribute to the economic upliftment of its immediate community. But the real challenge was – how could we inspire the local residents to get involved?


The approach


We inspired a neighbourhood to regain its sense of community by placing a board in front of an empty store, inviting the people of Linden to help create a coffee shop. We used social media to allow people to follow its progress and make suggestions, ultimately helping us build a brand for the community, by the community.



We helped our client create a supply chain within a street-block radius to support the local economy, with everything in the shop made, supplied or inspired by the local residents. Starting with the localised supply chain, we used the geographic location (the corner of 7th and 4th) as the core of the identity while incorporating the mark for local, the Whippet.


The impact


Our client’s sales targets for the first two months were exceeded in the first week, with turnover doubling monthly since the launch. The local community is also benefitting, with the butcher and baker report doubling their turnover monthly since the launch.





  • Store Design

  • Brand Design

  • Brand Strategy

  • Packaging Design

  • Website Design

  • SEO

  • Social Media Strategy



+27 (0)12 345 5650 |

71 Regency Drive, R21 Corporate Park, Irene, Pretoria

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