Recent Work

Portfolio

Portfolio

Ritual's New Logo

Ritual's New Logo

Ritual's New Logo

A logo redesign that gave Ritual a distinctive identity.

A logo redesign that gave Ritual a distinctive identity.

Client

Ritual

Industry

Food & Beverage

Work

Branding

01.

Background

Ritual is one of Maputo's first specialty coffee shops, known for its focus on quality coffee and its creative community. As the brand evolved, the team saw an opportunity to refine its visual identity with a logo that better reflected the atmosphere and values of the café.

02.

Challenge

The new identity needed to be memorable, adaptable across physical and digital applications and express the slower, more intentional experience that defines a visit to the café.

Before Decoder, much of the assessment process relied on manual administration. Employees had to be individually added to the system, permissions were managed one person at a time, and large assessment campaigns became increasingly time-consuming as organizations grew. To make matters more complex, the platform needed to satisfy enterprise-grade security standards for banking clients while remaining intuitive enough for hundreds of employees completing assessments across different devices.

03.

Our Solution

Working closely with Daniel, we developed a new logo centered around the idea of a hypnotic spiral. The mark was hand-drawn by a custom illustrator, creating an identity that feels crafted rather than digitally generated.


The resulting logo is simple, distinctive and flexible enough to be applied across packaging, signage, merchandise and digital media.

We designed and developed a secure assessment platform that allowed employees to complete personalized evaluations, schedule interviews, and manage their profiles from any device. Beyond the original brief, we introduced bulk user management through CSV imports, allowing administrators to onboard entire organizations at once, assign roles automatically, and manage permissions and assessments in groups instead of individually. What previously required hours of repetitive administrative work became a process that could be completed in minutes.

04.

Design

The spiral represents the experience of stepping into Ritual, a place where time slows down and conversations unfold naturally. Rather than pursuing a polished geometric mark, we embraced hand-drawn imperfections to reflect the café's artistic community and human approach to specialty coffee.


Illustrator: Aboubakar Bin / Semiotipo

A clean, modular interface prioritizing clarity, consistency and efficient task completion. Every workflow was intentionally simplified to respect the user's time. Employees could quickly find and complete assessments, while administrators could confidently manage hundreds of participants without unnecessary complexity. The visual language balanced professionalism with warmth, using gradients, approachable colors, and clear interactions to make an otherwise formal assessment experience feel welcoming.

05.

Impact

The new identity provided consistency across every customer touchpoint and strengthened brand recognition.


We established a flexible identity system for packaging, merchandise, signage and marketing materials while reinforcing Ritual's positioning as a café centered on craft, creativity and community.

Contact Us

Need a similar project? Let's Chat.

Fill out the form or email us at info@crescente.design and we'll get back to you as soon as possible.

Alternatively, Book a Meeting.

Monday to Friday

09:00 - 17:00

Contact Us

Thinking of something similar?

Fill out the form or email us at info@crescente.design

and we'll get back to you ASAP.

Alternatively, Book a Meeting

Monday to Friday

09:00 - 17:00