London’s Soho is known for many things, but when working on the brand for its new coffee shop, the team behind St Anne’s Church wanted to pay homage to the area’s longstanding reputation for fostering community.

Sacred Grounds’ branding has been brought to life by local agency Wonderhood Design as part of the first iteration of its Neighbourly fund, an annual pro-bono initiative supporting small independent businesses in the heart of London.

Developed in collaboration with the team at the church, the identity encompasses everything from the very apt choice of name, through to the logo, bespoke fonts, colour palette, and interior and exterior design.

While most trendy coffee shops generally take a less-is-more approach to design, Sacred Grounds deliberately eschews a minimalist aesthetic in favour of a bright orange colour palette, as well as classical cues and ornate design details that nod to the history of the building.

The brand’s launch is accompanied by a playfully provocative OOH campaign also by Wonderhood, a bold social presence developed by the agency’s content studio Wonderhood Makers and, like any self-respecting coffee shop, an all-important selection of merch.

wonderhoodstudios.com