Work Title: CapCut Coffee Roasters

Main Direction Tag: Direction A — CapCut as a different industry

Concept Statement: CapCut Coffee Roasters reimagines CapCut as a Scandinavian specialty coffee brand built on a single idea: the art of the cut. Just as CapCut strips raw footage down to its essential truth, a great roaster strips everything unnecessary from the coffee until only the origin remains. Both are acts of precision. Both require knowing what to remove. The name needed no change — CapCut already sounds like it belongs on a matte black bag of single-origin Ethiopian. The official CapCut icon becomes the roastery's brand mark. The flagship product: a single-origin Ethiopian light roast — jasmine, peach, honey. Visual language draws from Nordic roastery culture — cream, linen, bark, and accent gold. Cormorant Garamond Light Italic for headlines; DM Sans Light for labels.

Tagline: Cut from the source. Roasted to the frame.