PROJECT
MINIMAL
YEAR
2022
ROLE
Naming
Creative Direction
Brand Design
Visual Identity
Pattern Design
Stationery Design
Packaging Design
Social Media Design
SOFTWARE
Adobe Illustrator
Adobe Photoshop
Brewing for books & coffee
MINIMAL is not just a design project, it’s an effort to make a dream come true. As my partner shared their aspiration of opening a coffee shop and bookstore called MINIMAL, I embarked on a journey to bring their dream to life. Creating the full visual identity for MINIMAL became my way of transforming their dream into a tangible reality.
Why MINIMAL? In Portuguese, it’s a word that can have multiple meanings, depending on the way that is written. “MINIMAL” indeed relates to the concept of minimalism, but “MINI MAL” actually refers to a “tiny evil”. But what is the tiny evil here? Maybe coffee. Maybe books. Maybe both.
I worked to shape Flora’s brand from the ground up. This includes everything from brand naming, visual identity design, packaging design and digital assets.
VISUAL IDENTITY
Building the brand
With the brand purpose established, I crafted the visual identity. The “tiny evil” wordplay only works if it’s hidden, like an easter egg. So my main goal was to design with minimalism in mind, which is something that the logo directly reflects while keeping its uniqueness. The color palette takes inspiration from books and coffee: shades of brown and beige, contrasting with the tiny evil: a black shade.
