What the coffee.

Concept and design of communication materials for the coffee shop

What the coffee.

2026

Logo, Print Design, Packaging

I wanted to develop a distinctive brand identity for What the coffee. that would stand out in the coffee market without coming across as loud, playful, or cluttered.

The brand is aimed at design-conscious coffee drinkers in their 30s who value clarity, quality, and a minimalist visual style.

The idea was inspired by the concise impact of “WTF,” but I deliberately chose not to make the translation provocative; instead, I kept it minimalist and controlled. Rather than relying on typical coffee clichés or strong visual stimuli, I worked with understated symbolism, clarity, and a minimalist design to ensure the brand comes across as distinctive and recognizable.

The result is a compact brand identity that consistently integrates packaging and print media and relies on simplicity rather than flashiness.