Named after the owner, Jane Cheung, The Plain Jane is a cafe nestled in a quaint neighbourhood north-east of Singapore. Jane is a self proclaimed “plain jane”, an advocate of slow living and a firm believer of ridding life of unnecessary fluff.
The wordmark is set modestly with a monospaced type within a square, utilising the basic quadrilateral as a visual interpretation of a humble “plain jane” and its ubiquity.
In contrast to the modest, almost deadpan word mark, a series of minimally imperfect patterns were created by hand to celebrate the subtle unique differences amongst each seemingly similar creation.