LUFT: Branding, 2015

LUFT is a coffee roastery café located in Seoul, South Korea. LUFT is ‘atmosphere’ in German, meaning it is intended to spread their beloved coffee culture through their coffee. My inspiration was drawn from Hawaiian farms, which is where the café gets its beans through direct-trade. I designed the overall interior space and emerald coffee packages in a way for customers to feel a little bit of Hawaii in the LUFT coffee shop. The roastery is located on a busy café street in Seoul where it needed to stand out to draw in customers. Therefore, I developed the interior and exterior café and package designs to be black and white to differentiate LUFT from other coffee shops that often use the cliché brown and vintage images. This design is intended for the coffee shop to give the impression of a coffee laboratory. When LUFT first opened, they got a lot of attention from many people and was introduced on Instagram and blogs.

Management:
Mountain Desgin Studio 

Art Directing:
Sungjun Kim
Eunyoung Cho
Soyeon Kwon

Grphic Design:
Soyeon Kwon

Space Design:
Eunyoung Cho
Dokyung Kim



Photograph:
Avec
Jungkyun Go

Film directing:
Avec


Sound Design:
Electric Planet Five