The “Morning” project represents a unique approach to branding and packaging design for a coffee shop with soul and character. At the core of the concept lies not just coffee itself, but a symbol of awakening. This awakening is not idealized — it honestly reflects our most genuine and rough morning moments.
The main idea conveys, through visual metaphor, the process of how modern people wake up: through struggles, dependence on their phones, and awkward rush. This latent drama, the sparks of life, and the minimalistic understatement became the soul of the brand.

The illustrations are created in a stylishly “sloppy” manner: uneven lines, shifted volumes, compositions that look as though they were hastily sketched. This visual technique evokes the feeling that everything in the morning routine is imperfect, slightly delayed, trembling. The irregularities in the drawings emphasize that to wake up means to be not fully put together yet. These images don’t strive for glossy perfection; they show reality. “Morning” becomes not just coffee, but a kind of morning encouragement, a companion that understands your half-awake state.

The overall brand concept interprets morning as a moment when a person has not fully recovered from sleep but already clings to routine. In these moments, they are still imperfect — and that imperfection holds a certain magic. “Morning” seems to whisper: “You are not perfect, and that’s okay. It is in these milliseconds of imperfection that your authenticity shines through.” This strikes an emotional chord, because many people recognize themselves in the tension of trying to catch up, to compose themselves, yet failing — and finding beauty in it.