KAFEI Coffee is a playful take on instant coffee, which are made from Yunnan coffee beans for a younger audience of coffee drinkers.
Typography & Colors
The main bright yellow color represents the association with royalty, followed by common colors worn by concubines during the imperial period.
Logo & Mascot
“Fei” 妃 means Imperial Concubine. “Ka fei” (Tanned Concubine) is a wordplay of the word Coffee.
We took the dichotomy meme between an imperial period concubine sitting in a modern day office as inspiration, and expands upon it for the different flavor range.
Espresso translates literally into “dense concentrate”.
Latte into “holding iron”.
Mocha into “rubbing cards”.
What We Did
We pair each flavor to the mascot in casual, everyday relatable scenarios.
Have an idea?
Let’s shape it together!
