TRUE NORTH

COFFEE SHOP | BROOKLYN NY

This was a branding project for a new coffee shop in Brooklyn NY, from logo design to products and branding. I really enjoyed this project because it involved a Chinese meaning behind the design and it was really magical to see everything come to life.

CONCEPT

The rabbit on a boat is a literal representation of the Chinese character "逸", which means to do something leisurely.  True North, which when applied in our concept stands for your destination or the journey. So the rabbit is in search of or en route to a destination, and the coffee shop is a part of your journey.

BRANDING

THE COFFEE SHOP