JINJA Café — Add Some 진짜 to Your Life
JINJA Café is a contemporary Korean-inspired bakery and coffee brand that brings the essence of Seoul’s café culture into a modern, minimal identity. “Jinja” (진짜) translates to real or authentic — a word that captures the brand’s belief in honest food, crafted moments, and genuine connection.
The design draws inspiration from everyday Korean visual culture — bold signage, circular stamps, and Hangul typography. It transforms these familiar street elements into a clean, modern visual system that feels both rooted and global. The brand palette — red, white, and black — becomes a symbol of warmth and clarity, echoing the comfort of freshly baked bread and a perfectly poured espresso.
Typography is the heart of the identity. Hangul characters like “빵” (bread) and “커피” (coffee) are treated as graphic icons within circular frames, creating strong, instantly recognizable marks. The vertical English logotype “JINJA” complements this with structural elegance, reflecting balance and cultural harmony.
Every touchpoint — from cups and bags to window graphics — reinforces the brand’s philosophy: simplicity with soul. The tagline “add some 진짜 to your life” invites people to embrace authenticity in everyday moments.
JINJA Café stands as a bridge between design and emotion — where modern minimalism meets cultural depth, and where something truly 진짜 becomes a part of daily life.
CREDIT
- Agency/Creative: Rucha Rao
- Article Title: Rucha Rao Elevates JINJA Café With a Modern Korean Identity Rooted in Authentic Culture
- Organisation/Entity: In-House
- Project Type: Identity
- Project Status: Non Published
- Agency/Creative Country: India
- Agency/Creative City: Mumbai
- Market Region: Asia, Global
- Project Deliverables: Brand Creation, Brand Design, Brand Experience, Brand Identity, Brand Naming, Brand Strategy, Identity System, Packaging Design, Type Design
- Industry: Food/Beverage
- Keywords: Korean café identity • Modern minimalism • Typography-led design • Cross-cultural branding • Café & bakery • Hangul design • Authentic experiences • Urban culture • Everyday rituals
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Credits:
Creative Director: Rucha Rao
