Aki | Brand Strategy & Visual Identity

Aki is a conscious coffee bar whose name stands for All Kindness and Integrity. The mission was already strong, but the brand lacked a clear and compelling visual identity that could carry that message.

I was asked to define the brand strategy, design the identity, and create packaging that would express Aki’s values in a way that felt authentic and modern.

We began by exploring what Aki stood for: kindness, integrity, and a mindful approach to everyday rituals. The goal was to reflect these values in a visual language that would feel sophisticated yet approachable.

I designed a clean typographic logo and paired it with a muted, natural palette. The identity was built to be calm and understated, letting the mission take centre stage. Packaging followed the same principles, with minimal design choices that supported a conscious lifestyle.

Brand strategy and positioning

Full brand identity system (logo, colours, typography)

Packaging design

Guidelines for consistent application

This project was a reminder that sometimes the most powerful designs are the simplest. By holding back and keeping the design quiet, we gave space for the brand’s mission to shine.

The result is an identity that balances eco values with a sophisticated look and feel. Aki can now communicate its story with clarity, while also fitting into the aesthetic expectations of a modern conscious coffee brand.