CAPSULE
Brand Identity / 2025
Tools [ Illustrator, Photoshop ]
Visual identity for a coffee shop inspired by the functional visual language of aircraft maintenance spaces. Designed as an open-space environment for work and handcrafted coffee, the concept translates technical markings, structured layouts, and practical systems into a functional, technical, and linear visual identity.
THE LOGOTYPE
I designed the logotype with the look and feel of hand tools, inspired by the visual language of a tool board. My aim was to capture the essence of working tools, reflecting craftsmanship and adding a human touch to the coffee shop.
the PRODUCTS
For the products, I wanted the design to be functional as well as visual, combining richness with clarity. The patterns on the packaging are directly linked to the coffee’s strength, making them both informative and distinctive, while the tote bag presents the brand’s working tools, underscoring its hand-crafted character.
the background
The starting point of the branding process was to take inspiration from an existing place, extract its values, and translate them into a new visual identity. My research began at an aircraft maintenance hangar in Herzliya, where I documented the space, observed its visual language, and collected materials, textures, signs, and structural details. These findings became the initial foundation for developing the brand identity of Capsule.
