Mind & Soul, a calming coffee shop.

This being a Korean coffee shop that serves up healthy drinks and different foods, I wanted to keep this brand simple and soothing. I initially considered doing a highly illustrative brand identity approach, but after considering the brand designs that typically do well in Korea, I felt a more minimal approach would be best.

The only request for this brand identity design was to make sure to use the colour green. In order to really bring that calming aesthetic, I decided to use colour psychology when choosing my palette, selecting a monochromatic colour scheme, known to give a sense of calm and serenity. I then chose simple fonts, hand-drew a cursive “&” for the logo, and chose images that were colourful yet somewhat moody or muted to continue that calm vibe.