Brand Story
The innovative coffee shop, cafe, and restaurant brand "Iconoclast" originated from a college project in which the main objective was to compose a cohesive and convincing menu layout for an imaginary cafe inside a local art centre.
Starting from this original brief, this expansion into a complete story of the brand began to enhance the imagined user experience of the cafe visitors and art patrons.
Combining and harmonizing the contrast between grey concrete and black marble with a hint of red accents, Iconoclast exudes modern, urban, yet approachable looks to the consumers.
The main challenge of this project was creating a convincing brand story and a collection of immersive details that support the brand's quality.
Logo Design
The logo originates from the idea of a monolith, a stoic object that is interpreted as old traditions and stigmatism.
The circle underneath is the brand's bold statement of reshaping the mundane and repetitive cafe industry and respective culinary category.
Name:
Iconoclast
Client(s):
Based on a college project
Categories:
Branding
Package Design
Menu Design
Concept Design
3D Rendering
Program(s):
Photoshop
Illustrator
InDesign
After Effects
Dimension
Contribution(s):
Concept Design — JaeHee Lee
3D Rendering — JaeHee Lee
Package Design — JaeHee Lee
Menu Design — JaeHee Lee
Photo Editing — JaeHee Lee
