Wonjjo Coffee Shop: Branding and Identity for a korean coffee shop
A contemporary brand rooted in Korean coffee culture to attract young customers while honoring tradition.
Goals
- Position Wonjjo Coffee as an authentic, premium Korean coffee experience
- Appeal to a younger, modern audience while staying true to traditional coffee culture
- Create a flexible, memorable brand identity that works across touchpoints
Challenge
Wonjjo Coffee aims to provide the most authentic and pure coffee experience, using traditional Korean flavors and brewing methods. However, they also want to attract a younger customer base and be seen as a contemporary, relevant brand.
The challenge was to develop a brand strategy and visual identity that balanced these two goals — conveying the commitment to coffee purity and tradition, while still feeling fresh, approachable and appealing to trendsetters. The brand needed flexibility to connect with teenagers and young adults, but also resonate with coffee purists of any age.
Solution
Our brand strategy centered on Wonjjo's dedication to coffee in its truest form. The positioning line, "Awake Your Spirit With a Coffee", was built around the idea that a great cup of coffee is a real experience, not just a product.
For the visual identity, we took inspiration from traditional Korean design motifs but interpreted them in a minimalist, contemporary style. The logo combines a modern sans-serif typeface with a graphic representation of pouring coffee that also resembles the Korean letter "ㅈ" (jieut).
The color palette draws from rich, warm coffee tones like cafe latte, espresso, cappuccino and frappe. These natural hues convey the artisanal quality and inviting atmosphere of the cafes. To add flexibility for Wonjjo's menu of ades and teas, we expanded the palette with pops of vibrant blue lemon, raspberry, and lemonade shades. This broader spectrum keeps the brand feeling modern and energetic.
Photography direction emphasizes the coffee first and foremost — shots of brewing methods, cups and beans hero the product. Candid photos of diverse groups of friends capture the social, spirited side of the cafe experience.
The system is flexible across ads, packaging, merchandise, signage and digital. Wonjjo comes across as a specialty coffee brand, dedicated to their craft, but without pretension or stuffiness. The brand voice is straightforward but warm.
At a Glance
Industry: Specialty Coffee || Food & Beverage
Project Scope:
- Brand Strategy
- Visual Identity System
- Digital Presence
- Packaging System
_This case study covers Lambda's brand development work for Wonjjo Coffee._
