It all started with one simple truth - life’s a little tragic before coffee. So, we decided to fix that. Cuppa was brewed from the idea that your daily coffee shouldn’t feel like a corporate meeting in a cup. We ditched the minimalism, turned up the colour, and kept things fun (but relatable).

Cuppa is one of four brands I created for my major work at University. The four brands aimed to cover a range of industry niches & aesthetics to showcase my flexibility as a designer. As a part of these four brands, Cuppa represented playfulness and vibrancy as a niche in brand identity.

The current market has shown a shift from minimalism to expressiveness, with many brands opting for a more personal approach. The coffee world is an example of this. Minimalist identities and aesthetics were (and often still are) preferred for coffee shops, simply because of their main consumers: corporate individuals. To break away from this, Cuppa aims to jump on the personality train, valuing realness, warmth, and everyday joy - values I aimed to express in their identity.