AM:2:PM
Introduction:
AM:2:PM is a playful café concept created as an extension of Peek-A-Boo Playhouse, offering parents and caregivers a cozy space to relax while little ones play nearby. Designed as a welcoming pause within the energetic world of the playhouse, the café brings together comforting food, quality coffee, and moments of connection throughout the day.
The brand identity was developed to feel warm, approachable, and family-friendly, capturing the joy, curiosity, and everyday magic that define the Peek-A-Boo experience. From signage to packaging, every touchpoint was designed to create a cheerful environment that appeals to both children and adults.
Design Idea:
The logo centers around a cheerful clock mascot that cleverly represents the café’s name, AM:2:PM. By transforming the digital time display into a friendly character, the identity communicates the idea that there’s always time for a coffee break, a snack, or a moment to unwind.
The playful mascot creates an instant connection with families and children while maintaining a simple, memorable visual language that can easily extend across signage, packaging, merchandise, and café branding.
