Mondlicht | Brand Identity

The owners of Mondlicht Coffee House have strong chinese heritage which they wanted translated throughout every aspect of the business, but not to an overwhelming extent. We celebrated their culture through symbolism, created a "Coffee House" concept that takes inspiration from traditional chinese Tea House culture, and wrapped it all up in an easy-to-digest understandable visual package appropriate for western audiences.

After the discovery process, we managed to define the most important goals.

Goals/Requirements: • Interpolate centuries of traditional tea culture • Translate that culture into modern consumer coffee culture • Present it in an engaging, symbolic way. Bonus if it has collectible nature.

We succesfully integrated a foreign business into the German consumer landscape that not only feels like a fresh, new coffee experience every time, but it feels like it's been part of their community forever.

Boris Vicanovic Art Director, Brand Strategist