Concept design for a fictional businessHospitality
Saltbush Coffee House
Café and brunch, Fremantle WA
The concept
“Morning Light on Limestone”
A café that opens at sunrise and closes mid-afternoon, set like a printed local food magazine. A masthead, folios and captions under every photo, a sun-path dial for the opening hours, and footnotes for the native pantry.
01The home page, top to bottom
The home page on desktop and on a phone
What is real here
The design, the code and the words were all made by the Digisurge process. The business, its people, prices and photos are fictional. Photos are AI-generated atmosphere.
02The brief
What the owner asked for.
Answers from the brief this concept was built from, in the owner's words. The business is fictional; the process is the one every customer goes through.
- Goal
- Get people to visit (opening hours, location, menu)
- Customers
- Fremantle locals, weekend brunch crowd, tourists off the ferry, remote workers on weekdays.
- Tone
- Warm, sun-drenched, a little poetic, unpretentious.
- Likes
- Earthy, tactile, editorial food magazines. Natural textures, limestone, olive and ochre tones.
- Never
- Hipster clichés, chalkboard fonts, coffee bean icons.
- Services
- Specialty coffeeAll-day brunchBeans to take homeCourtyard
Final design review
4.25/ 5
Average across the 12-point design rubric, from a separate AI critic, after round 2. Nothing scored under 4.
Portfolio-ready
03The design system
Made for this business only.
Every Digisurge site starts with a named concept and a handful of signature devices, the recurring moves that make it recognisable. These are this site's.
Signature devices
- 01A masthead that spans the page
- 02A sun arc dial drawn from the real opening hours
- 03Footnoted native ingredients, like a herbarium
Palette
- #F4EEE2
- #2F3320
- #4A5130
- #C98A2B
Typefaces
- Young SerifDisplay
- NewsreaderText
- FigtreeAccent
04Every page
The rest of the site.
Like what you see?
Yours will look nothing like it.
That is the point. Your site gets its own concept, built from your business, your place and your customers.
$14 first month, then $59 a month, GST included