"Usual Coffee" finds its name at the intersection of familiarity and discovery, Usual Coffee firmly believes that coffee doesn't have to be bitter. In fact, coffee boasts a wide variety of taste notes—it can be sweet, nutty, fruity, strong, or bold. This belief led to the establishment of a slow bar, that heavily promotes the pour over method apart from that casual and unusual drinks are served too.

For the visual identity, we opted for a bold yet fresh approach, leaning towards sage green, tranquil teal, and ivory, with a subtle touch of mid-century modern in both the architectural interior design and the logo and small elements. We chose to represent freshness because one of the coffee shop's goals is to be a place where customers discover their new favorite—or their new "usual." Our aim was to create something fresh for both the eye and the taste palate.