Latte Me Know is a new cafe preparing to launch that mainly focuses on emotional connection and comfort between people. It aims to create a space where people can pause, breathe, and fee cared.


Scope

The project involved developing the initial branding for the cafe, located in a busy metropolis Seoul, South Korea. Project included full brand identity, tone of voice, messaging, and visual direction.

Challenge

The challenge was to create a brand that would serve as a breath of fresh air in a busy, dense urban environment. I was looking for something airy and whimsical, yet modern and stylish. And most importantly, capable of communicating with customers through the brand itself. The goal was to design and identity that invites interaction almost subconsciously, so that simply seeing the brand feels like a conversation, promoting a response without even realizing it.

Solution

As a result, the typeface became the foundation of the logo, carrying both the product and the brand's meaning. The idea also included an unconscious continuation of the sentence when seeing a logo, for example: "Latte me know if you need a hug" or "Latte me know if you need a regular", implying that the brand and its staff are ready not only to make drinks from the menu but also to offer a hug, listen, and recognize the customer's usual order. Human language and warmth were priority for the client.

Black and White form the foundation of our visual identity. In color theory, black anchors and defines. It creates sapce, adds weight and depth, and bring focus. White introduces breath, softness, and balance. Blakc and White do not tell people what to feel, they give space for their own emotions, moods, and moments. It's calm, grounding, and honest.