Cafebeing

The visual identity "cafebeing" merges coffee experience with philosophical reflection. Its name is derived from the combination of "coffee" and "being," encouraging modern individuals to reflect on the questions: "Who am I? What am I becoming?". The Chinese name, a homophone of the English term, conveys "coffee and tree shadows"—inspiring a logo where an inverted tree and its shadow form the core concept, with the "shadow" as the visual focal point, metaphorically representing the philosophical notion of "cherishing the present". The logo incorporates a unique bidirectional design: when viewed upright, it resembles coffee stains, flames, or ink blots; when inverted, it transforms into a dove (inspired by Picasso), a handshake, or wisps of smoke. This interactive approach strengthens memorability while offering versatile applications for night mode, signature drinks, and marketing campaigns.
Additionally, the logo composition and illustrations emulate the perspective and style of a child's depiction of the world—achieving a freely balanced aesthetic while paying homage to Picasso's artistic approach and his philosophy of "spending a lifetime learning to paint like a child." By softening the commercial rigidity and systematic feel, the design grants greater flexibility in application, fosters emotional connection with consumers, and encourages organic sharing for enhanced brand influence.
The VI implementation consistently employs hand-printed materials and natural elements, engaging multiple senses to merge brand expression with sustainability. Dine-in "mystery box" cups are printed with phrases like "being rich" to prompt self-reflection. Seed paper business cards are made using special eco-friendly paper, literally extending the brand's life as they grow into trees. Store locations are intentionally integrated with natural greenery, fostering a relaxed atmosphere that contrasts with the typical fast-paced coffee shop environment. This encourages customers to pause, reconnect with themselves, and find inner peace amid busy urban life.