"Caffe' YESH"- Branding & Concept
Concept: A revolutionary social media-only café brand that explores the performative nature of coffee culture without serving actual coffee. The project critiques and capitalizes on how coffee has evolved from a beverage into a social status symbol and digital currency in modern culture.
Brand Philosophy: The brand plays with the paradox of coffee culture - where the actual drink has become secondary to its social symbolism. It explores how café culture represents status, lifestyle, and social belonging in the Instagram era. The concept leverages coffee's role as a "photogenic addiction" and its power as a social signifier in contemporary society.
Concept: A revolutionary social media-only café brand that explores the performative nature of coffee culture without serving actual coffee. The project critiques and capitalizes on how coffee has evolved from a beverage into a social status symbol and digital currency in modern culture.
Brand Philosophy: The brand plays with the paradox of coffee culture - where the actual drink has become secondary to its social symbolism. It explores how café culture represents status, lifestyle, and social belonging in the Instagram era. The concept leverages coffee's role as a "photogenic addiction" and its power as a social signifier in contemporary society.
Made in the Neri Bloomfield School of Design