Paula’s Café
Art direction | Design | R&D
Paula’s is a breakfast restaurant in Santa Cruz, California famous for its budget-friendly Basic Breakfast. The Basic is no longer $1.99 but the no-frills diner atmosphere remains. Bus your dishes. No cell phones. Cash only.
I wanted to freshen up the brand like a top-off of drip coffee. It’s familiar— just a little hotter.
It’s no frills, it’s homegrown, and the locals like it that way. I wanted to give them a brand refresh without messing up the charm and throwing out the fun bits that make it unique. Just a quick trip to the salsa bar.
*Paula’s fell on some hard times in 2025 the same month this concept project started, and they remain closed indefinitely. If you have any information on how I can help, please reach out.