CHOOZE COFFEE
Branding design for the coffee brand “CHOOZE COFFEE”. We were in charge of graphic design such as the logo and packaging, as well as the store interior design.
CHOOZE COFFEE uses decaf beans that are made from high-quality specialty coffee. It’s a coffee brand that offers a new experience of choosing the amount of caffeine.
Their logo is based on a font with an industrial and functional impression. The vertical and clean alphabet “O” has a form like a coffee bean. We made the original alphabet “C” by taking a part of alphabet “O”. We are attempting to take a part of what already exists and make it something new. This reflects the process of creating a delicious decaf coffee by extracting the caffeine from the coffee beans in an optimal way. With a symbolic logo, we aimed to function in different cultural spheres with different languages.
The brand color is mint green, which gives a sense of cleanliness and softness. The coffee cups and packages have a variety of colors that clearly show the difference in the amount of caffeine. The “ear-like” part of the coffee cup is detachable and can be used as a ticket for a next cup. The coffee bean package is designed to be completed as one graphic by combining three stickers. It is prepared to accommodate a wide variety of caffeine levels and origins of beans.
In addition, the store interior is sprinkled with features that are common to the logo, such as curved lines. The elements are carefully selected and adjusted to correspond with the brand logo and product packaging. The brand message is conveyed in an easy-to-understand manner through an approach from both graphics and interior design.
2022
CLIENT: STORYLINE Co., Ltd.
ART DIRECTION: id inc. (Seiji Oguri)
GRAPHIC DESIGN: id inc. (Mei Shibuya)
INTERIOR DESIGN: id inc. (Seiji Oguri, Shunya Iwase)
PHOTOGRAPHY (02–11): id inc. (Seiji Oguri)
PHOTOGRAPHY (12–19): Norihito Yamauchi