A brand proposal for a Tokyo cafe targeting creators, conceptualized as a place to refine and elevate MONOGOTO (thing). We handled everything from creating an original font to developing tool imagery.

The font is a dot-based slab serif typeface. It was designed to be distinctive yet systematically composable, enabling creative expression while also serving as a visual identity. Noting that all vowels in MONOGOTO share the letter O, the design systematically expresses the idea of organizing the cluttered nature of things by alternately tilting the O with the consonants.
These expressions are intended to be applied and used across various tools such as packaging, store signage, and uniforms.

The number of cafes in the Tokyo metropolitan area that are comfortable for creators to spend time in is decreasing year by year.
The reasons for this include population concentration in urban areas and the influx of tourists, which often leads to cafes being full. Even if you manage to get a seat, you might face restrictions on how long you can stay.
Various solutions to this problem have been proposed, but I attempted to propose a simple concept that seemed obvious yet was missing: a cafe specifically for creators.
This brand is not merely about packaging or stylish visuals; it is a business philosophy that should permeate everything from store design to service design. It aims to provide a stress-free cafe experience during the time creators spend contemplating and shaping their ideas. This is the raison d’être of MONOGOTO ROASTERY, and I believe it will be a refined proposal that sets itself apart from ordinary cafes.

Japan faces such a severe problem that the term “café refugees” has even emerged. We aim for a world where this solution spreads and the term “café refugees” no longer exists. And we support creators in generating countless ideas to improve society starting from cafés.