Visual Communication - Bachelors

Kerbau – Coffee Shop Brand Design

Kerbau is a new coffee shop in Jakarta, Indonesia, designed to attract Gen Z and Millennial customers who drive the local coffee culture. With a bold yet minimalistic brand identity, Kerbau combines eye-catching colours, fun typography, and cohesive design across in-store elements and social media to create a welcoming, engaging space for socialising, working, and enjoying specialty drinks.

Morgan Tei

What is Kerbau?

Inspired by my time growing up in Jakarta, Indonesia, and my love of coffee shops, I decided to focus my project on the opening of a fictional coffee shop in Indonesia’s capital! Named for the water buffalo native to Southeast Asia, Kerbau is a bold, fun brand aimed towards the young coffee enthusiasts of the city, drawing in visitors through its aesthetic visuals.

To create a memorable and visually engaging brand, I developed a complete brand identity, including a suite of logos for different contexts, a bold colour palette, fun typography, and brand patterns. The project also includes a social media campaign, in-store signage, posters, merchandise, and an ordering app to ensure a cohesive and engaging customer experience that is visually consistent across all touchpoints. The design is not only bold and unique but also creates a cozy, inviting atmosphere that encourages visitors to linger, chat, or work. By combining visual consistency with comfort, Kerbau stands out as both a social and aesthetic destination, ready for its upcoming launch.

Deliverables

Blue tinted image showing a coffee shop and an illustration of Jakarta landmarks with a focal buffalo logo and the name 'Kerbau' in the middle
Mindmaps and logo sketches with the title "Concept Development" and the text "Thorough research of the Indonesian coffee market, customer demographics, and branding trends, three key concepts were developed before narrowing down to the final choice. These concepts focused on reflecting the Jakarta location as well as a youthful and welcoming energy."
Four colour swatches of Black, Coffee Brown, White, and Kerbau Blue, as well as a pattern made out of a repeated buffalo icon. Title of "Bold Colours & Patterns" and text reading "The Kerbau Coffee color palette combines bold blue, warm brown, crisp white and black. Kerbau Blue represents the vibrant energy and youthful spirit of Jakarta. Coffee Brown echoes the richness of coffee beans, reminding customers of the warmth in every cup. Crisp white balances the palette, creating Kerbau's clean, minimalist design. Together, these colours embody Kerbau’s blend of modern vibrance and local heritage."
Title of "Typographic System". Main headings are Stinger Bold, subheadings are Stinger Regular, and body text is Helvetica Light.
Blue coffee cups with white Kerbau logos, white paper bags with blue Kerbau logos, a branded coffee bean bag, a white napkin with a blue buffalo icon, and a iced coffee with a white buffalo icon
Pictures of the store front, the menu boards, an AR poster, and table stickers. Title of "In-store Signage" and text reading: "The in-store signage at Kerbau is thoughtfully crafted to reflect the shop’s bold and modern vibe. Out the front, the striking logo sign in Kerbau’s signature blue welcomes customers with a vibrant first impression. Inside, menu boards showcase the offerings with inviting images of key items, making the selection process effortless. A highlight of the experience is an augmented reality poster for a promotional drink that comes to life when scanned with a phone, adding an interactive twist. Table stickers further engage visitors, encouraging them to download the Kerbau coffee ordering app for added convenience."
Blue and white illustrated Instagram posts shown on a laptop and phone mockups. Title of "Social Media Campaign" and text reading "The Kerbau social media campaign is a bold, playful rollout designed to build excitement and anticipation for the shop’s opening. Through a series of illustrated posts, the campaign teases key launch details, introduces the brand’s identity, and highlights the cultural significance of its Jakarta roots."
Pictures of a tote bag with a blue Kerbau logo, a grey coffee cup with a white Kerbau logo, a beige corduroy cap with a blue buffalo icon, a grey coffee tumbler with a white Kerbau logo, a white t-shirt with a blue illustration of Jakarta landmarks and a blue cap with a white buffalo icon. Title of "Merch"
Phone mockups showing the login screen, menu, Peanut Butter Latte item page, Order Placed screen, and order history of an app. Title of "Kerbau App" and text that reads: "The Kerbau Coffee app offers a personalised and user-friendly experience, designed to make ordering as seamless as possible. With categories conveniently placed at the top of the menu, users can easily navigate through options. Favourite items are featured at the top for quick access, and each drink offers customization on milk, coffee roast and flavors, giving users full control over their orders. Designed using Figma, the app uses clear color contrast, accessible icons with labels, underlined links, and active state indicators. Rounded corners and confirmation screens add to the smooth experience, while visual design principles such as consistent branding, visual hierarchy, and thoughtful use of space enhance the overall aesthetic."

AR Poster

The promotional item poster shown in the signage section above is an AR poster, using EyeJack to add animation to a static design.

Iced Manuka Oat Latte poster with QR code

Project showreel

Morgan Tei

Morgan is a graphic and merch designer from Brisbane who draws inspiration from music and media. She shares her designs and creative process on social media, focusing on fun, accessible, and friendly design. Morgan aims to connect people through their shared love of music, media, and merch.