Brand Identity of Lim Coffee

Lim Coffee is a small, seasonal pop-up coffee stand in rural Japan that embodies the philosophy of “less is more.” Rooted in sustainability, every aspect of the brand was designed to reflect eco-conscious values. From fully biodegradable cups and recycled-paper stamped labels to promoting the use of personal cups, the initiative prioritized reducing its environmental footprint.

The logo features a hand delicately holding a tiny coffee cup between thumb and index finger, symbolizing care, effort, and the promotion of thoughtful, small-scale consumption. The warm, friendly logotype, paired with a textured, two-color design, emphasizes authenticity and simplicity while aligning with the stand's minimalist ethos.

In addition to crafting the visual identity, I provided remote art direction for Lim Coffee’s Instagram presence. I guided the client in creating consistent, inviting visuals that were easy for them to manage independently, ensuring the brand remained cohesive across all touchpoints.

Despite a modest budget, Lim Coffee was a successful project that sparked conversations about sustainability and small-scale initiatives. The thoughtfully designed identity empowered the client to manage and sustain their branding while fostering meaningful engagement within the local community.