The Current Fall FINAL

It comes as no surprise that the name Cafe Motif bears an interesting origin story. It stems from a fascination with Michelin star
restaurants and how their names tend to be minimalistic and short. “I didn’t want a traditional coffee shop name,” said Jaime. In
search of a name that could double as the name of a fine dining restaurant, he turned to the dictionary. He went letter by letter and
finally landed on Motif. “It rang a bell from art school. In art school we would use it a lot and it gave me good memories and after
reviewing the definition, ‘a predominant element in a music or art piece or a pattern,’ it just fit,” He said. Taking the definition to
heart, Jaime believes that their own motif in the cafe is to serve exceptional coffee everyday and educate people on what coffee can
be; that’s their pattern. A big part of this vision is putting people’s need for caffeine as something you drink merely for energy in the
background and showing them that it can be so much more than that and a very enjoyable experience. “The caffeine is just a plus, and
I want to show people that it shouldn't be the primary reason for drinking it,” he said, “and Cafe Motif is something you will
remember as not just a place for caffeine, but an experience.”
The logo even encapsulates Jaime’s vision in entirety: minimalistic yet full of meaning and tied to art. It was brought to fruition by
talented, Atlanta-based graphic designer Drew Kora. After some back and forth they landed on the logo you see today. “He told me
that the logo needed to have a life of its own,” said Jaime. It’s interesting because if you were to zoom in on the logo, it stops being
letters and becomes a pattern itself, referencing back to the definition. “Loving geometric art and minimalism, I just fell in love with
it. It really works,” said Jaime on the design. The glowing sign of the Motif logo is the first thing that might catch your eye behind the
bar, and perhaps you will walk away seeing both the word and coffee differently. ◼
Cafe Motif
3540 Massee Ln