Jolina Café & Bakery is a Korean-European café brand centered around warmth and comfort inspired by the charm of small neighborhood cafés and everyday moments shared through food and coffee.
The objective of this project was to design a visual system capable of balancing elegance and character while establishing a strong emotional connection with customers. Through a carefully curated aesthetic direction, the identity was developed to feel recognizable and full of personality.
The visual identity was developed through a series of playful graphic elements designed to create consistency across the brand. Repeating patterns introduce a sense of rhythm and personality throughout the café experience while supporting a recognizable and cohesive aesthetic.
Multiple mascot variations were developed to bring a more playful and interactive quality to the identity by placing the character in different café-related moments.
The applications focus on translating the brand into a real café setting through a more understated and lifestyle-driven approach. Rather than overwhelming the visuals with graphics, the direction uses restraint and small moments of character placement to create a sense of presence that feels natural within the environment.
The final direction explores how the brand exists beyond static graphics by integrating it into everyday interactions and digital spaces. Through curated photography and social media content, the project presents Jolina as a contemporary café brand shaped around atmosphere and visual storytelling.
