Communication

Jasmin Coffee Brand Identity

Extra Form

Country	Korea
Year	2022
Award	WINNER
Client	JASMIN COFFEE
Affiliation	BREEZE PARTNERS
Designer	Hwayeol Mun
English	The motto of Jasmin Coffee is the ‘happiness that faces the customers.’ Its symbol has been designed from a face that reflects on the coffee mug when drinking coffee. Through this, we tried to convey the brand motto, “happiness that faces the customers,” and it means the biggest happiness that Jasmin Coffee can offer to customers is a cup of enjoyable coffee. Graphic elements used in the app were derived as patterns by disassembling the symbol. With this, we completed the development of the brand identity and an identity manual to maintain identical identities across branches.
Native	자스민커피는 부산대 상권을 중심으로 20년이라는 세월 동안 꾸준히 성장하며 소비자의 사랑을 받아온 프랜차이즈 카페입니다. 앞으로 부산 지역에 국한된 브랜드가 아니라 한국을 대표하는 저가 커피 브랜드로 성장하고자 합니다. 이를 위해 브랜드 관리 및 활용이 미비한 기존의 아이덴티티와 각 지점별 정돈되지 않은 톤앤매너를 개선하여 사업확장에 유연하게 대응할 수 있는 새로운 브랜드 아이덴티티 시스템을 필요로 하였습니다. 자스민커피의 모토는 고객과 마주하는 행복입니다. 심볼은 고객이 커피를 마실 때 커피잔 속에 비치는 얼굴을 모티브로 디자인 되었습니다. 이를 통해 브랜드 모토인 “고객과 마주하는 행복”을 나타내고자 하였으며, 기분 좋게 즐길 수 있는 한잔의 커피를 제공하는 것이 자스민커피가 고객에게 드릴 수 있는 가장 큰 행복이라는 것을 의미합니다. 심볼에는 자스민커피의 한글 자음 “ㅈ”과 핵심 가치인 사람을 뜻하는 “人(사람인)”을 함께 담고자 하였습니다. 어플리케이션에 활용된 그래픽 요소는 심볼을 해체하여 패턴으로 도출하였으며, 이를 토대로 브랜드의 정체성과 각 매장별 동일한 아이덴티티 유지 관리를 위해 아이덴티티 매뉴얼까지 개발을 완료하였습니다.
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