Cafe & Tea House Branding (Concept)
There is a growing interest in Asian and AAPI cultures, yet many representations in Western spaces rely on stereotypical visuals or overlook the nuance and diversity within these communities. I wanted to create a concept for a physical space that could celebrate the richness of Asian identities in an intentional and inclusive way. The challenge was to design a brand and environment that would honor cultural authenticity while appealing to a broad audience, avoiding superficial or reductive design cues.
Drink is a self-initiated brand concept developed through a Communications Design course at Parsons. It imagines a hybrid drink stop, community space, and cultural platform that centers Asian and AAPI creatives. The space is designed to empower artisans by giving them a place to showcase work, host events, and connect with others in a supportive environment. The brand identity uses a refined visual language that defies common stereotypes, pairing contemporary typography and thoughtful color palettes with graphic elements inspired by shared cultural aesthetics. Drink encourages curiosity, conversation, and celebration through both form and function.
Inspired by my own heritage and a personal love for cafe and teahouse culture, I approached this project by researching visual references across various Asian cultures. I prioritized a design approach that felt elevated and modern, without relying on expected tropes. I selected a clean, flexible type system and developed a muted, sophisticated color palette to reflect the brand's welcoming yet refined atmosphere.
I explored how the identity could be extended across touchpoints including signage, packaging, merchandise, and digital interfaces. The final presentation included mockups of the physical space and branded collateral to demonstrate how Drink could exist both as a local hub and a platform for cultural storytelling. The project represents a vision for how design can facilitate connection, visibility, and belonging within creative communities.
First Direction aided by Marcos Chavez
Second Eyes by Matt Scott Barnes