Opened in May 2021, Neutrals is a cafe located in Taman Tun Dr Ismail, Kuala Lumpur that serves coffee, cold beverages, specialty scones and Yoshoku-style food.

Balance, is a word perceived as even distribution. Given life’s arbitrary nature, the idea of even distribution of anything however, becomes rather restrictive. To live life, is instead an act of balancing. A balancing act never calls stop at any one perfect moment. While life goes on as it pleases, step into our space. A place where things and moments which we believe would make this balancing act a little more pleasant. A sun-washed space to just be.

“IT COMES, IT FLOWS, IT GOES, UP, AND DOWN, AND UP, AND IN ROTATION, EVER IN MOTION, NATURALLY. THE NEUTRAL POINT IN THE MIDDLE OF EVERYTHING, WE REALISE, IS OUR VERY OWN BEING.”

To find a balance there are a few aspects to consider—the objects, the weights, the pivot point, the surroundings etc. Inspired by the form of a libra, or a seesaw (of objects representing “balance”), the logo is formed by typography and line—where letters of the logotype work as different objects, and “A” as the pivot.

The concept expands throughout the design of prints, packaging design, signage design and interior wayfinding. We developed a set of graphic elements as part of the visual language and photography art direction to further express their story and values.