Filly’s, Cultural Cafe Bar set in the heart of Smithfield

In 2022 I participated in ICAD Upstarts. It was a fun and challenging experience where each week we were given a creative brief to complete (within a weeks time.) by studios across Dublin.

This brief was set by Red Dog. They tasked us with creating an identity & visual language for a new creative cultural cafe bar in Smithfield Dublin, an area that has been newly developed in recent years.

I chose the name Filly (a reference to the horse fair that takes place each year). Also drawing upon Smithfield’s history as a market place/fair, I decided to use the concept of tarot cards to show how filly’s is full of surprises, always hosting a diverse number of events related to the creative arts.

Each card has a unique illustration representing the four types of service /events they provide; music, food, history & performance. The geometric logo, poppy colours, graphic forms and copy, convey a welcoming, playful tone for the cafe, making it feel contemporary & fun.