The logo design uses a contemporary and clean typography with one distinctive attribute - the reversed letter 'E'. Egoism describes human nature as being wholly self-oriented and self-motivated. The reversed geometry of the letter E in the Egoist logotype thereby comes from the desire to reflect the distinctive characteristic of an egoist as a self-absorbed person. The brand design is also concentrated on emphasizing the stress-free experience of the place and the absolutely fabulous cakes and artisan ice cream. The logo has its origins in the color purple, due to the combination of the calm stability of blue and the fierce energy of red. It also functions as a good choice in that it symbolizes well the nature of the egoist. The visual identity of the Egoist also demonstrates the fact that a simple solution is often the most effective, ensuring easy implementation in various situations. The final result of this project is a logo and visual identity that truly reflects brand’s values and personality. In addition, a set of playful illustrations and icons were designed to emphasize various narrative connections and quotes we can use to describe an egoist.