Food & Beverage · by Yapheh Design Studio
nocaff - Decaf Coffee Branding
Yapheh Design Studio
nocaff. A decaf coffee brand I built from scratch. Decaf is the only coffee defined by what's missing. The whole category talks about itself in the negative. Without. Free from. Less. And the packaging follows with soft browns, gentle type, everything apologising. But nobody drinks decaf apologetically. You drink it at 9pm because you want the ritual without the rush. So that's what the brand says. Decaf isn't coffee with something taken out. It's coffee you're allowed to have at 9pm. The mascot is a cat because no animal rests with less guilt. Three flavours and a complete system. The label wraps with no start and no end: turn the can far enough and you're back where you began.
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