Client:
Personal
Year:
2025
Duration:
1 month
Overview
AstroBean was born from a love of two things: the wonder of outer space and the universal comfort of a good cup of coffee. The café’s founders, a pair of space enthusiasts (a former astrophysicist and a creative barista), wanted to merge their passions into a one-of-a-kind experience. Their motivation was to create more than just a café. They wanted a space (pun intended) where people could escape the routine of daily life and feel inspired by the mysteries of the cosmos.
Challenge & Vision
The challenge behind Astrobean was to merge two contrasting worlds into one cohesive visual identity: the warmth of a neighbourhood café and the imaginative vastness of outer space. I wanted the brand to feel playful, and slightly unexpected, but without losing clarity or approachability. With a vibrant, high-contrast colour palette inspired by galaxies and nebulae, the risk was creating something visually overwhelming. The goal was to develop a system that felt energetic and immersive while still keeping coffee at the heart of the brand.
Solution
The final concept uses illustrated elements like rockets, doughnut-shaped planets, dripping space coffee, and even a fried egg UFO to build a playful narrative world. These elements appear consistently across menus, OOH campaigns, loyalty cards, and social content, creating a cohesive “Astrobean universe.”
The result is a visually striking brand that feels energetic and joyful. It is designed to attract attention, create a memorable brand experience and strengthen customer engagement, all while maintaining a clear focus on coffee and pastries.
