A little pause.
A whole lot of feeling.
Sore means afternoon in Indonesian. That small space between a busy day and an unhurried evening became the starting point for a coffee brand built around the pleasure of taking a pause.
The creative challenge: give an everyday ritual a distinct personality. Something warm, tactile, and familiar, with enough character to feel like a small discovery on a crowded shelf.
There’s a little good
in taking it slow.
An expressive serif wordmark brings a human touch. A simple sun mark captures the afternoon. Earthy colours and quiet layouts leave room for both to breathe.
From the coffee bag to the tote you take home, the identity repeats a few simple elements with intention. The warm palette, generous type, and conversational voice make each piece feel part of the same story.
This exploration brings strategy, identity, and packaging into one coherent direction. It is a self-initiated concept, with no commercial launch or performance results claimed.
A big ambition. A half-formed idea. A simple hello.
We’d love to
hear it.