Flo’s Coffee on Campus for Hulu

For Hulu’s Tell Me Lies Season 2, I developed the brand identity for Flo’s Coffee on Campus, a fictional coffee shop built as a fully realized set by the Art Department and one of the show’s recurring locations.

The identity was designed to feel authentic to Baird College while establishing a distinct personality for the coffee shop. The logo combines an owl and coffee cup, connecting the all-night nature of a college coffee shop with Baird’s owl mascot.

Following approval, I expanded the identity across the physical environment and customer touchpoints, including to-go coffee cups, apron logos, coffee bean packaging, paper menus, chalkboard menus, a large-scale wall mural, and branded T-shirts designed as merchandise for customers.