Service
Brand Design
Client
Designer Briefs
Year
2024
Problem
Korean café culture is everywhere now, but most spots either feel like a tradition museum or blur into the same trendy K-aesthetic on the feed. K-AFE serves both traditional Korean drinks and snacks and modern café staples — a dual menu that risks reading as confused, like "a coffee shop that also sells Korean stuff." The challenge: make heritage and modern feel like one voice, not two themes stapled together, for an audience split between coffee lovers wanting craft and foodies wanting discovery.
Solution
One idea: tradition and modernity can share a table. The identity brings both into a single confident system — applied across signage, menus, packaging, and social so every touchpoint feels like one continuous experience. Rooted in Korean culture, built for how people discover cafés today: coffee lovers get a reason to stay, foodies a reason to explore.
