A branding pitch for an in-store cafe with an identity strong enough to stand on its own. It is built on Magic, the dog who fronted Old Navy's television spots through the nineties — a mascot the brand already owned, with two decades of goodwill sitting unused.

A modern take on classic Americana: Old Navy's own serif, a gingham pattern, and Magic redrawn as an illustration. The serif holds it to the parent brand, the gingham carries the Americana, and the dog supplies the whimsy.