Develop a brand identity for Joba, a Hong Kong-based coffee workshop studio known for hosting diverse, themed coffee experiences. Joba travels to various regions to source premium, specialty coffee beans and creates custom drip bags, offering customers a chance to savor unique coffee flavors from around the globe. The brand should reflect Joba's passion for craftsmanship, exploration, and delivering a personalized coffee journey to its community.
For Joba’s branding, I use orange as the primary color, as it closely resembles the rich tones of coffee while adding warmth and energy to the brand identity. To further enhance uniqueness, I have designed a custom brand typeface inspired by the fluidity of coffee liquid, giving the typography a dynamic and organic feel. Additionally, I introduced a distinctive underline for the letter “o,” creating a visual effect similar to filling in a blank space. This design element allows flexibility, enabling the client to replace the “o” with various objects—such as a flower to represent floral coffee flavors—making the branding adaptable and interactive.
