Cafe Branding - Keopippang
Keopippang (커피 meaning coffee, and 빵 meaning bread) is a new Korean-style bakery cafe in Brisbane, seeking to create a cozy, minimalist logo and refined complimentary branding suitable for various touchpoints.
Overview
Client: Keopippang (커피빵)
Scope: Digital Design, Branding
Outcome: Create and develop an elegant yet cozy logo and branding. The target audience for Keopippang includes cozy bakery and cafe enthusiasts aged 16 to 75, spanning the Korean community and fans of Korean-style baked goods.
Critical Issue: The logo should feature depictions of bread, coffee and/or a cute character.
Keywords: Minimal, elegant, line art, cozy, cute
development
I drew inspiration from other line art style logos, focusing on abstracting the business concept into something cute and cozy. The logo design for Keopippang began with a coffee mug as the base, aligning with its cafe identity. Inspired by the tagline “Just Right,” a nod to Goldilocks and the Three Bears, I added broken, angled lines to form bear ears to the mug’s opening, which also form the silhouette of a bread slice. To further highlight the bakery’s unique offerings, I transformed the mug handle into a croissant, referencing the Korean-style chocolate dipped croissants served at the cafe. The line art style lends a light and sweet feel to the design, perfectly aligning with the brand’s warm and inviting character.
Final Solution
The final designs are highly marketable, appealing to a broad age range while catering to a specific niche. The fonts were carefully selected to enhance the aesthetic while distinguishing the brand from competitors like Starbucks and other bakeries or cafes, especially in Sunnybank, where Korean cafes and restaurants are prevalent. While the logo exudes coziness, the minimalist approach also adds a touch of luxury, making the brand feel both accessible and refined.
Branding elements incorporate off-white backgrounds or assets, enhanced by gold leaf embellishments on the logo’s line art for a luxurious and elegant touch. Typography will primarily use the Chocolate color specified in the branding kit, ensuring readability while softening the overall appearance to align with the cohesive, minimalist aesthetic.
To expand on the illustrative style of the logo, headlines in Korean will feature 카페24 쑥쑥 (Cafe24 Suksuk), while English headlines will use Catatan Perjalanan in uppercase lettering. These will pair with TW Cen MT Bold/Regular for subheadings and body text, maintaining consistency across all design elements. These thoughtful details elevate the minimalist designs, reflecting the brand’s identity.
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