Crahhy is a specialty coffee brand rooted in the relatable human psychology of coffee cravings. We’ve all experienced that mental freeze — whether waking up to morning brain fog or hitting an afternoon slump. Your mind feels stuck, and that frantic craving takes over until you hold that freshly brewed cup.

The objective was to design a brand that is minimal on the outside, yet delightfully chaotic on the inside — blending specialty coffee aesthetics with honest, humorous storytelling.

The Hand-Drawn Wordmark: Rather than selecting a standard digital typeface, I illustrated a raw, bespoke wordmark for CRAHHY, paired with the grounding tagline: "Clear your mind. Pour your brew."

The Asymmetric Bean Submark: The secondary mark reinterprets a classic coffee bean. By designing the left half larger than the right, it subtly carves the letter "C" into the negative space of the bean, giving the roastery an iconic stamp mark.

To translate the "chaotic" identity into physical merchandise, I created a series of hand-drawn comic character illustrations. The visual narrative illustrates the emotional journey of caffeine withdrawal: Brain Fog ➔ Confusion ➔ Coffee Vision ➔ The Chase ➔ Finally.

Primary Header — Comfortaa: A rounded geometric sans-serif engineered for display use and headlines, blending playful character with architectural clarity.

Body & Accent — DM Sans: A functional, low-contrast geometric sans-serif designed for micro-legibility across ingredient lists, menus, and digital interfaces.

Color Palette: Grounded by Dark Green (#2a371e) and Honey Gold (#d2a255), accented by Noble Cream (#e0d9cd), Dark Espresso Brown (#3c2f1a), and Dark Olive (#626215).

To prove the identity's real-world versatility across packaging, merchandise, hospitality, and digital software, I developed:

Specialty Coffee Pouch: Designed with interactive "Craving Type" checkboxes (Morning Brain Fog, While Working, Anytime).

Custom Cup Lid: A technical to-go lid featuring the bean submark and functional beverage selection buttons.

Cafe Touchpoints: Editorial printed cafe menu card, branded two-sided business cards, and a barista uniform apron.

Merchandise & Social: Screen-printed canvas tote bag with the comic strip, plus social media post and story assets.

Mobile App UI: A complete iOS mobile ordering experience with personalized greetings and an interactive product catalog.