As the Product designer, I led cafe brand with a cohesive visual identity designed to enhance customer experience and drive engagement.
Timeline
JAN - MAR 2025
Roll
Product Designer
Team
1 Project Manager
1 Backend Engineer
1 Owner
Project Overview
In Korean, “Daon” (다온) means “a valuable guest is coming.”
Inspired by this, the brand features the magpie and rabbit—symbols of warm welcomes and good fortune. More than just a café, Daon embodies cultural heritage and creates a space where every guest feels special.
Results
+1,310
+250
+7.7
Final Design
Project Goal
After several meetings, the client requested that I incorporate traditional Korean design elements to showcase the rich cultural heritage of Korean desserts and beverages.
Design Challenge
How can I design a welcoming brand identity
for a new cafe brand that appeals to young professionals?
Brand Design Principle
I established the brand’s core design principles and apply them consistently across all touchpoints to maintain a cohesive visual identity.
A distinctive brand identity that stands out and is easy to recognize.
A distinctive brand identity that stands out and is easy to recognize.
A distinctive brand identity that stands out and is easy to recognize.
Style-Tile
After client meetings, I gathered visual inspiration, persuaded stakeholders, and developed a style tile to establish the project’s visual direction—ensuring alignment between the brand’s aesthetics and the client’s vision.
The brand creates a warm, inviting atmosphere using rich browns, dark red, green, and natural wood tones to enhance comfort and authenticity—encouraging customers to relax and enjoy their time.
Sketches
With a clear direction, I explored and refined multiple logo and typography concepts to create a final design that captured the café’s brand identity and essence.
Logo Design
In Korean culture, the word “Daon” (다온) carries a warm and meaningful message: “a valuable guest is coming.” Inspired by this sentiment, I chose the magpie and rabbit as the symbols for the logo.
Brand Color System
I established a strong brand identity by using colors that represent uniqueness, engagement, and functionality.
Architectural Design
I designed the architectural layout with a focus on quick turnover and efficient customer flow. The spacious and open floor plan enhances accessibility while maximizing seating capacity.
To create a sense of openness, I incorporated a wide, rounded front desk, allowing for a welcoming and seamless ordering experience. Seating was strategically placed along the U-shaped window, utilizing natural light while accommodating more customers. Additionally, I integrated a bar area around the pillars, optimizing space without compromising the airy, open atmosphere of the cafe.
Key Learning
Design & Business Alignment
I realized that great design isn’t just about making things look good. It needs to serve a purpose. Whether it’s increasing engagement, reinforcing a brand, or making information easier to access, every design choice should align with business goals. Learning how to balance creativity with strategy was a game-changer.
Communication is a Part of Design
I wish I had focused more on communication—especially presenting my designs. It’s not enough to create good work; explaining the logic and process is just as important. I plan to improve this skill to better pitch and justify my design decisions in the future.
Time Management is Everything
Juggling multiple projects under tight deadlines was no joke! I learned to break tasks down, prioritize what matters most, and stay organized without sacrificing quality. Now, I feel way more confident handling fast-paced projects.