Strat Cafe logo2


The company, originally known as Strategy Café, was overly reliant on the owner’s personal brand to attract new business. It needed a stronger corporate brand image that would allow it to grow independently.

What we did

  1. We conducted a number of in-depth interviews with the owner to gain a deep understanding of his vision for the business and target customers.
  2. We formalised the take-outs from the interviews into a set of brand guidelines.
  3. Finally, we worked with a graphic designer to translate the brand guidelines into a new logo and corporate identity for the company.


The new corporate identity has been implemented and presents a modern, dynamic image.


I’ve enjoyed working with someone who takes my business and my brand seriously. I’d recommend Firejuice to anyone who’s willing to challenge the way they understand themselves and think deeply about their positioning.