This branding project is for ‘Low-Fi, a coffee shop with music concepts. Low-fi refers to a type of unrefined sound quality in acoustics and a music genre which gained popularity from the late 1980s to early 1990s. In this project, we focused on rendering the value of the space full of music of freedom and providing a sustainable identity system.

Brand design

We ruminated on how to connote the value of the space full of free and unrefined music and formulate a sustainable identity system. We chose black as the main color conveying different genres of music and economically feasible, developed a simple word-type logo, and applied music-related components to overall product and space design.

Applications design

We developed a menu board on a CD jacket, a poster with noise graphics, and a signage using LP record motifs. In addition, we applied the branding to other design items such as cups, mugs, space signage, business cards and coupons. From graphic design to product, food and space design, our design pursues brand consistency.