Kaapi Kadai
From a napkin pour-sketch to a contemporary specialty café identity.
A self-initiated brand identity and social storytelling concept exploring how a neighbourhood filter-coffee counter can scale into a modern urban café brand.
- Type
- Self-initiated concept
- Year
- 2026
- Sector
- Food & Beverage
- Disciplines
- Palette
- #17151B#5F2DB2#F4EBDD#D96B42
The concept brief— First Jot
Brief
Concept brief: every brand starts with a single gesture. We asked how the rhythmic pour of filter coffee could be jotted down as a graphic mark and expanded into a full identity and social launch system.
The first jot
Before opening a design tool, we sketched the motion of coffee pouring between two vessels. Two interlocking hand-drawn arcs became the core symbol — simple enough to stamp on a kraft cup sleeve, bold enough to anchor a storefront.
The identity system
High-contrast ink black, warm parchment and terracotta accents pair with expressive grotesk typography and playful hand-stamped annotations — keeping the brand tactile, human and modern.
Social storytelling
Content pillars connect the craft of the roast, neighbourhood rituals and behind-the-counter moments into an editorial social feed.
What this concept explores
Explores
- 01Concept exploration: translating a physical ritual into a bold, scalable brand mark
- 02Concept exploration: packaging and cup system designed for both street visibility and social sharing
- 03Concept exploration: repeatable social content framework derived directly from the brand identity
Credits
- Concept, strategy & identity — JOTTIT
- Imagery — concept visualisation
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