An identity campaign designed at Kean University, the basis of the cafe was to give students and citizens in the surrounding Union area a place to have that daily cup of caffeinated goodness, lounge or collaborate in a setting that is as abstract as they are.

Colors like black and white can seem dull to someone if used the wrong way. This is why the influence of Op Art (Optical Illusion) became the driving force for this cafe. There was also a need to convey a sense of motion and illusion; something the logo itself plays into.