LOGO & BRAND DESIGN FOR DJOBI DJOBA ESPRESSO BAR
Adobe Photoshop, Illustrator
Building a visual representation scheme to deliver the brand's message and atmosphere.
A cozy trip in a sip.
- Local, urban population
- Women and men of working class who wants a holiday
- Ages 25~ +
- Consumers of authentic coffee culture
- Also cultural influence from warmer climate zones (The Bean belt)
The name of the coffee bar was derived from a phrase of a song by Gypsy Kings. The bar itself is looking to be a shelter, a refreshing breeze, a holiday hour for local urban citizens who are too busy to actually travel. I decided to seek influence from not only the coffee culture itself, but also from the actual bean-belt region.
The very core theme of the entire design scheme is the Sun. Sunlight, sunshine, warmth and all of those. I started playing with framing the wordmark / coffee bean around with the shape of a sun — then also an illustration of the popular latte art design of "sun". However once I put together the illustration and my initial wordmark idea, it looked too complicated. Nowhere close to being a working logo! So I decided to keep the drawings in the sketchbook to come back later, and start revising the logo.
LOGO AND WORDMARK
I started re-designing the wordmark, first by cutting off the serif from the original type face Didot. The reason why I initially chose Didot, was for its sophistication; the harmonious contrast between the line weight of its stem and serif in a single character. I figured that it can well deliver the concept of "exotic" and "comfort" at the same time without pushing too far. (Too far being a calligraphic illustration) I started looking into other modern-style type faces to display as well.
I then tried to simplify the image of the sun into a shape by intersecting two squares in order to create the radiating 8-point shape. Once I applied different weight to the lines, I found myself enjoying its rhythm. I decided to move forward using the line weight and directions within the 8 point shape.