Moon Cafe
Deliverables: Branding, Creative Direction, Illustration, Branded Collaterals
For: Moon Cafe
Moon Cafe is a family-owned business located at the University of Michigan. They opened up their doors in 2018 and is home to authentic Korean food and froyo. Although they had big goals in mind, their branding did not communicate their authenticity compared to the big cultural impact they had. To connect with their main demographic of college students and better translate their authenticity, they decided to establish a rebrand. Fostering a new homey yet poppy environment would set the tone for their brand purpose: to share the beauty of Korean food in a fun and tasteful way.
︎︎︎Click here to learn more about the project
Upon conversing with Moon Cafe, they expressed their desire to create a balance between authenticity and modernity. The new identity combines a whimsical illustration with a custom typeface, inspired by historical Korean calligraphic script to elevate the logo while maintaining the original goal — to translate the joyful and cultural experience of eating Korean food.
The new brand uses rich red and blue colors, often used as traditional representations of the Korean culture. The cream color was inspired by the sensibility of old paper books.
BRAND DELIVERABLE 1
KOREAN FOOD AND FROYO MENUS
BRAND DELIVERABLE 2
BUSINESS CARDS AND STICKERS
BRAND DELIVERABLE 3
FOOD / UTENSIL PACKAGING AND MERCHANDISE
