Creative direction · Brand identity · Digital
Creative direction · Brand identity · Digital
IndiCo
Coffee Co.
IndiCo
Coffee Co.
IndiCo
Coffee Co.
Building a distinct South Asian coffee brand around ritual, flavor, and an everyday sense of discovery.
Building a distinct South Asian coffee brand around ritual, flavor, and an everyday sense of discovery.
Role
Role
Creative Direction
2024—Present
Creative Direction
2024—Present
Scope
Scope
Identity · Campaigns
Web · Menu Systems
Identity · Campaigns
Web · Menu Systems
Year
Year
2024—26
2024—26
Seasonal launch art direction / 01
Seasonal launch art direction / 01
01
01
The brief
The brief
Familiar ritual,
new language.
Familiar ritual,
new language.
Familiar ritual,
new language.
IndiCo needed a world that could hold the warmth of South Asian hospitality and the pace of a modern New York coffee shop.
IndiCo needed a world that could hold the warmth of South Asian hospitality and the pace of a modern New York coffee shop.
The creative direction reframes heritage without nostalgia: editorial typography, confident color, sculptural product photography, and a flexible system that moves from the screen to the café.
The creative direction reframes heritage without nostalgia: editorial typography, confident color, sculptural product photography, and a flexible system that moves from the screen to the café.
Primary identity · Refined wordmark and botanical coffee emblem
Primary identity · Refined wordmark and botanical coffee emblem
02
02
Creative direction
Creative direction
Inspired by the past.
Brewed for the now.
Inspired by the past.
Brewed for the now.
Inspired by the past.
Brewed for the now.
A visual system grounded in contrast: old-world serif forms meet precise, contemporary structure. Deep blues create atmosphere while warm gold is held back for moments of emphasis.
A visual system grounded in contrast: old-world serif forms meet precise, contemporary structure. Deep blues create atmosphere while warm gold is held back for moments of emphasis.
01
01
Culture, not cliché
Culture, not cliché
Reference flavor, craft, and ritual directly—without relying on decorative shorthand.
Reference flavor, craft, and ritual directly—without relying on decorative shorthand.
02
02
Editorial appetite
Editorial appetite
Let type and image carry equal weight, giving each launch the energy of a magazine cover.
Let type and image carry equal weight, giving each launch the energy of a magazine cover.
03
03
Built to flex
Built to flex
Create one recognizable voice across seasonal menus, social campaigns, web, and physical space.
Create one recognizable voice across seasonal menus, social campaigns, web, and physical space.
Material study · Brass, shadow, coffee, blue
Material study · Brass, shadow, coffee, blue
03
03
Identity system
Identity system
A world of
blues.
A world of
blues.
A world of
blues.
Royal blue is the signal. Navy creates depth. Periwinkle softens editorial moments, while gold appears sparingly—as an accent that feels earned.
Royal blue is the signal. Navy creates depth. Periwinkle softens editorial moments, while gold appears sparingly—as an accent that feels earned.
Royal Blue
Royal Blue
#1B3FA0
#1B3FA0
Deep Navy
Deep Navy
#0E2257
#0E2257
Periwinkle
Periwinkle
#7CA3E8
#7CA3E8
Warm Gold
Warm Gold
#B89650
#B89650
Text Navy
Text Navy
#0D1B3E
#0D1B3E
Light Blue
Light Blue
#E8EDF7
#E8EDF7
Display / Playfair
Display / Playfair
Expressive, editorial, familiar
Expressive, editorial, familiar
Made for your everyday.
Made for your everyday.
Made for your everyday.
Independently owned.
Independently owned.
Independently owned.
What we’re pouring.
What we’re pouring.
108
108
62
62
32
32
04
04
Logo system
Logo system
One mark,
many signatures.
One mark,
many signatures.
One mark,
many signatures.
The identity pairs a custom high-contrast wordmark with a botanical emblem inspired by coffee leaves and the geometry of a filter. A responsive family of lockups keeps the brand recognizable from storefront signage to a social avatar.
The identity pairs a custom high-contrast wordmark with a botanical emblem inspired by coffee leaves and the geometry of a filter. A responsive family of lockups keeps the brand recognizable from storefront signage to a social avatar.
01
01
Secondary horizontal
Secondary horizontal
02
02
Primary horizontal
Primary horizontal
03
03
Stacked lockup
Stacked lockup
04
04
Stacked reverse
Stacked reverse
05
05
Compact horizontal
Compact horizontal
06
06
Compact reverse
Compact reverse
Reversed emblem
Reversed emblem
Primary emblem
Primary emblem
Responsive identity
Responsive identity
Use the full signature when space allows. Move to the compact lockup at narrow widths, and reserve the emblem for moments where the brand has already been established.
Use the full signature when space allows. Move to the compact lockup at narrow widths, and reserve the emblem for moments where the brand has already been established.
05
05
Digital experience
Digital experience
Made for your
everyday.
Made for your
everyday.
Made for your
everyday.
The website translates the brand into an immersive but useful experience—seasonal products lead, ordering remains immediate, and the story unfolds with the confidence of an editorial feature.
The website translates the brand into an immersive but useful experience—seasonal products lead, ordering remains immediate, and the story unfolds with the confidence of an editorial feature.
INDICO COFFEE CO.
INDICO COFFEE CO.
Menu Our story Locations
Menu Our story Locations
Spring 2026 — Now serving
Spring 2026 — Now serving
Made for your every day.
Made for your every day.
Made for your every day.
Inspired by the past, brewed for the now.
Inspired by the past, brewed for the now.
Order now
Order now
01
01
Product-first storytelling
Product-first storytelling
02
02
Clear paths to order
Clear paths to order
03
03
Modular seasonal system
Modular seasonal system
06
06
Campaign world
Campaign world
Every drink gets
its own stage.
Every drink gets
its own stage.
Every drink gets
its own stage.
Seasonal campaigns turn the menu into a series of collectible visual moments. Graphic sets and quiet daylight studies create a varied rhythm while keeping the product unmistakably central.
Seasonal campaigns turn the menu into a series of collectible visual moments. Graphic sets and quiet daylight studies create a varied rhythm while keeping the product unmistakably central.
01
01
Spring Series
Spring Series
02
02
Rasmalai Latte
Rasmalai Latte
03
03
Vanilla Rose Latte
Vanilla Rose Latte
04
04
Lavender Seaside Latte
Lavender Seaside Latte
05
05
Matcha Latte
Matcha Latte
06
06
Strawberry Matcha Latte
Strawberry Matcha Latte
07
07
Filter Coffee
Filter Coffee
07
07
Menu design
Menu design
A clear system for
every service moment.
A clear system for
every service moment.
A clear system for
every service moment.
The menu family balances quick scanning with a distinctly editorial voice. Classics remain quiet and familiar, while signature drinks receive richer descriptions and a deep navy field.
The menu family balances quick scanning with a distinctly editorial voice. Classics remain quiet and familiar, while signature drinks receive richer descriptions and a deep navy field.
01
01
Vertical TV displays
Vertical TV displays
Classics and signatures presented exactly as designed.
Classics and signatures presented exactly as designed.
02
02
Horizontal café display
Horizontal café display
Full food and beverage offering, structured for distance and quick decision-making.
Full food and beverage offering, structured for distance and quick decision-making.
03
03
Print menus
Print menus
Tactile takeaways preserve the same hierarchy and typographic character in a compact, hand-held format.
Tactile takeaways preserve the same hierarchy and typographic character in a compact, hand-held format.
08
08
Brand in space
Brand in space
Two places.
One standard.
Two places.
One standard.
Two places.
One standard.
The identity carries into the stores through plaster, dark blue seating, warm wood, brass, and restrained signage—an environment that feels premium without becoming precious.
The identity carries into the stores through plaster, dark blue seating, warm wood, brass, and restrained signage—an environment that feels premium without becoming precious.
The outcome
The outcome
A brand with
room to grow.
A brand with
room to grow.
A brand with
room to grow.
One connected visual language for the product, the screen, and the spaces—built to evolve with every new location and seasonal story.
One connected visual language for the product, the screen, and the spaces—built to evolve with every new location and seasonal story.
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IndiCo Coffee Co. · Ongoing creative direction
IndiCo Coffee Co. · Ongoing creative direction