Visual identity, stamps, design for social media and packaging proposal for PCB cafe and bar, from Seoul, South Korea.

Pray Coffee Bar, or PCB, is a jazz-themed bar and cafe located in Seoul, capital of South Korea. The entire environment of the place was thought to reflect the passion of its creator for jazz from the 50s to the 70s, with many records of the musical style and equipment that reproduces the atmosphere of the time, such as the “radio valve” Macintosh 240, the C22 and an Altec A5 that was used in theaters during the 60s. The name Pray Coffee Bar was inspired by the feelings that this musical style evokes, referring to a time, not so distant, when people “prayed” for values such as freedom and human rights. Anger, depression and desolation were transformed into jazz.

The horizontal and vertical lines are graphics used as graphic resources by ID and allude to some of the main musical instruments used by musicians in this segment, such as bass and piano.

The play with the use of Cowboy Bebop, an animation with a soundtrack composed of jazz songs, was a tribute to the PCB creator’s passion for anime and the musical style, also shared by the designers who created the graphic project of the cafe/pub.

Content from the briefing:
Our directionality is the culture of jazz which is black soul sublimated their anger, depression and bleakness into jazz.
We also wanna find a sweetness inside bitterness of espresso. And develop our infinite inner potential.
To select 1950’s-1980’s jazz with the artistic audio equipment of the period.
So, to pursue our new image, inspired jazz music label.
Freedom, Human rights, Peace. In hindsight, it seems so obvious, but it took some robust will to make it happen in 1950’s-1970’s
Somewhere, some era, some people “Pray” those values.