We love projects like this!
We believe merch works best when it’s strategic, not just executional. So when Daisies approached us to take a run at their merch range, all we saw was opportunity. The Cottesloe-based deli, cafe and corner store has an incredibly loyal following, and their branded merch has worked well in the past. The challenge wasn’t demand - it was how to evolve the offering in a considered way. In conversation with owner Sam, we identified an opportunity to go further than your typical merch - to create a range that captured the Daisies personality while standing on its own as a mini-brand, generating buzz and injecting fresh energy into the Daisies proposition.
The challenge was simple but exciting: create a merch identity that didn’t feel like a café trying to sell merch. We approached it as we would a clothing brand, building a range that reflected the Daisies lifestyle through a deep pool of design assets - something rarely seen in hospitality merch. This gave the designs a life beyond the venue, capturing the Daisies essence with a surf brand vibe, while also allowing evolution across future seasons.
We kept the tone playful, with a strong focus on mascots, weaving in key elements of the Daisies experience - coffee, surfing, good times and the backdrop of the iconic Cottesloe pines. We explored fun wordmark variations on the existing Daisies cursive, giving the merch a distinct identity while keeping it familiar. Everything was paired with a pastel palette designed to pop across a range of garment options and keep the vibe light and fresh.
Working with the Daisies team was an absolute dream. The creative process flowed effortlessly, resulting in a playful, premium range that feels quintessentially Daisies while bringing something new to the table. Every production detail was carefully considered - from garment selection to printed neck labels - and the way we structured the design deliverables means Daisies now have a suite of print-ready options to roll out future seasons with ease.
With the first drop selling through in just a couple of months, it’s clear this approach has resonated with their customers. Already a local institution, Daisies has further deepened its connection with the Cottesloe community - proving that strategically considered merch can be a powerful brand equity play.
The coffee run has never looked so good.
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