Café startup's Brand Development
2024
Brand Design, Brand Development
Overview
BeanVibe is a modern café startup with a mission to bring coffee to life in a playful, funky, and youth-driven way. The brand owner wanted a mascot-led identity to reflect his chill, energetic personality and connect with younger coffee lovers. I created the full brand identity, logo system, mascot, and ad creatives to launch BeanVibe as a fun and engaging café brand.
Challenges
No existing brand identity or visual system.
Needed to translate the owner’s playful, funky personality into a strong, recognizable brand.
Core audience = youths and new-age coffee lovers, requiring fresh, bold aesthetics.
Challenge: How to make a coffee bean mascot funny, relatable, and modern.
Needed to ensure the mascot wasn’t just fun but also scalable across ads, packaging, and digital.
Solutions
Defined brand concept around: Playful Energy, Bold Vibrance, and Quality Coffee.
Designed a funky coffee bean mascot → quirky, memorable, and youth-friendly.
Used bright, bold colors and chunky typography to evoke fun and energy.
Built clear brand values: Quality, Community, Sustainability, Innovation, Inclusivity.
Positioned mascot as a brand differentiator → stands out in a crowded café market.
Designed a logo system with mascot integration for high recall.
Created ad creatives aligned with the mascot’s personality for social campaigns.
Developed scalable identity for cups, packaging, café signage, and digital.
Ensured brand tone was playful but trustworthy, so youths could connect while valuing coffee quality.
Results
BeanVibe launched as a fun, vibrant café brand that resonates with younger audiences. The mascot gave it an instant identity, making it stand out in a competitive market. Despite limited launch time, the brand has been steadily gaining traction with strong customer engagement.
