Wonjjo Coffee Shop: Branding and Identity for a korean coffee shop

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 focused on Wonjjo's uncompromising dedication to coffee in its truest form. We positioned them as "Awake Your Spirit With a Coffee", highlighting the transformative power of an authentic coffee experience.

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 represents Lambda's comprehensive brand development work for Wonjjo Coffee, showcasing how traditional coffee culture can be reimagined for a modern audience while maintaining its authentic roots.