Recent™ is a coffee brand that aims to balance calm energy with forward motion, catering to both coffee purists and casual diners. The design philosophy, led by Locals Group, focuses on creating an atmosphere that feels welcoming for everyone. The branding moves away from traditional coffee aesthetics, which often rely on earthy tones, opting instead for a palette of greys, blacks, whites, and a mint green accent. This choice emphasizes mood over origin, crafting a clean and refined identity that reflects a contemporary lifestyle. The brand’s identity extends to its typography and digital presence. Recent™ uses ABC Diatype for a cohesive yet varied typographic system that complements its custom wordmark. The website features a modular grid layout that mimics the brand’s symbol, allowing images to shift and organize dynamically. This approach conveys motion while maintaining a sense of calm—key to the brand's mission. Angela, a representative from Locals Group, describes the minimalism as intentional curation rather than mere simplification, aiming for an immersive experience. Flow, the café's tagline, encapsulates the brand's ethos, suggesting a state of effortless presence. The design and physical space reflect this idea, with soft seating and warm materials creating a tranquil environment. The name "Flow" captures the essence of a seamless experience—whether it's the flow of conversation or the rhythm of a leisurely brunch. This branding strategy intentionally sidesteps the typical narratives of artisanal coffee, instead presenting a refined identity that resonates with a diverse audience.