DIMES | Postcards from the Lower East Side (Client)

A visual series for Dimes, the Lower East Side spot known for its Californian energy and clean, minimalist aesthetic. The brief was to make something that felt like the café — not marketing about it.

The centrepiece: a set of postcard designs inspired by Polaroid snapshots taken in the café. Sun-bleached tones, off-the-cuff compositions, and a sense of easy warmth — imagery that looks found rather than staged. Type was kept quiet and secondary, letting the photography do the talking, with layouts loose enough to feel personal and tight enough to sit together as a set.

Alongside the postcards, a run of offset prints translated the same aesthetic into something tactile and collectible. Printed matter made to be picked up, slipped into a bag, pinned to a wall — the brand living beyond the café, one small object at a time.