Overview:
WACUP is an independent late-night cafe that is going to open in Tokyo in 2025. They offer specialty coffee and are perfect for night owls who meet friends or just enjoy coffee alone with cozy music and atmosphere. The task is to create their logo and visual identity.
Problem:
Tokyo is one of the world’s most cafe-competitive cities. In such an oversaturated market, WACUP wants to offer not only outstanding coffee but also a unique experience that people can have nowhere else. Also, expecting more visitors from overseas after covid restrictions, they seek a brand identity connected with the culture in the city.
Solution:
WACUP is a late-night cafe located in a vibrant area, so, in this project, the aesthetics of Japanese city pop inspired me to convey a characteristic of a city that never sleeps. 80's anime-ish illustrations and cyberpunk photography communicate the cozy but playful atmosphere of the brand. I came up with the logo from the stream of people and coffee steam. The wavy and bold typography also creates consistency to the brand identity.
