Peace Cafe - Brand Identity & IP Character Design

Peace Cafe is a cafe that celebrates diversity and individual self-expression. With a vision to encourage everyone to believe in themselves and boldly speak out against oppression toward marginalized communities, Peace Cafe stands as a symbol of peace that comes from small steps toward creating a better world together.

The Brand Identity & IP Character of Peace Cafe is built upon three core principles: Diversity, Being True, and Acceptance. This is why the keyphrase "Live, Love, & Peace" was created to reflect how Peace Cafe aims to spread the values of mutual respect and love amid differences.

The entire visual identity draws inspiration from the Gyaru (ギャル) fashion subculture that gained popularity in Japan around the 1980s. This subculture is known for its bold and unconventional style, often characterized by striking appearances and intentionally darker skin tones. The background of this subculture also plays a crucial role in its incorporation into the identity of Peace Cafe, as Gyaru emerged as a form of resistance against social pressures and conventional standards of an “ideal” life. This strongly aligns with Peace Cafe’s values and vision as a cafe that celebrates diversity and the freedom of self-expression.