My friend Kieran and I wanted to create a cafe, but the independent cafe scene in Norwich was already thriving. Our challenge was to create a concept that offered something different and set us apart from existing cafes.

As co-founder and creative director, I was involved in almost every stage of Artel’s conception—from branding and menu design to architectural drawings and interior design. My goal was to craft a space that combined great coffee, healthy food, and a curated retail selection of lifestyle goods in an environment that felt fresh and unique.

Rather than just another cafe, we created a concept space that offered artisan coffee alongside responsibly sourced food, cool magazines, and lifestyle goods. Artel was one of the smallest cafes in the world, with room for only six people at a time. This naturally encouraged conversation, fostering a sense of community and connection.

Artel introduced something new to Norwich. We quickly built a physical and digital community and served hundreds of people every week. Kieran and Nicole went on to launch a successful Kickstarter campaign, enabling them to move into a larger space. Artel became a blueprint for how I combine brand strategy and community building in future projects.