Case Study — 03
coucou
One cohesive brand system,
expressed in three distinct ways.
coucou is a warm, welcoming place that brings together three activities in one location: Café · Bakery · Brunch. The space had atmosphere, quality products, and a loyal clientele. But its brand image did not reflect the richness of the experience.
Details
Industry
Food & Hospitality
Business type
B2C / Local
Concept
Café · Bakery · Brunch
Services
The Problem
A multi-experience
concept that needed
one clear voice.
coucou is a multi-experience hospitality concept that brings together café, bakery, and retail. The challenge was to create a single, cohesive brand system capable of expressing three distinct experiences — without fragmenting the identity.
Café
A daily ritual space — warmth and simplicity.
Bakery
Craft and precision — every product tells a story.
Brunch
A shared experience — slow, generous, social.
What We Did
One brand system.
Three expressions.
We didn't start by designing a logo.
We started by creating structure.
ilitic developed a brand system built on:
A core handwritten logo as the foundation
Three subtle icon variations representing café, bakery, and brunch
A warm, minimalist visual language
A consistent tone across all touchpoints
Brand applications across packaging, print, signage, apron, and website
Photography direction aligned with the brand atmosphere
Each activity has its own expression.
But everything clearly belongs to the same brand.
☕
Morning
Café
🥐
Midday
Bakery
🍳
Weekend
Brunch
Visual Applications
The brand across
every touchpoint.
Applied across space, print, packaging, and digital touchpoints.
Packaging
Visual coming soon
Signage & Print
Visual coming soon
Why this identity works
Built to scale
beyond one space.
Clear recognition across coffee, bakery and brunch.
Consistent experience in-store and online.
A brand ready to scale beyond one location.
The Result
It feels like one brand
offering three distinct
experiences.
coucou no longer feels like three activities sharing one space.
Customers understand it instantly. The physical space and the brand image now tell the same story.
The brand became coherent, recognizable, and memorable.
Not three logos.
One brand, expressed three ways.
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