Branding / Packaging / Visual Identity
Project Summary
Loop is a fictional tableware brand that repurposes used coffee grounds into sustainable products. This self-initiated project explores how visual identity can express both environmental values and product functionality. The concept centers on giving waste a second life, putting what we once drank back on the table.
Loop is a fictional tableware brand that repurposes used coffee grounds into sustainable products. This self-initiated project explores how visual identity can express both environmental values and product functionality. The concept centers on giving waste a second life, putting what we once drank back on the table.
Objective
To design a brand system that feels natural, minimal, and circular. The goal was to reflect the product’s recycled origin and encourage mindful consumption.
Approach
To design a brand system that feels natural, minimal, and circular. The goal was to reflect the product’s recycled origin and encourage mindful consumption.
Approach
- Created a custom logotype inspired by the infinity loop and spoon silhouette
- Selected an earthy color palette and warm neutrals to express sustainability and calm
- Paired serif and sans-serif fonts (Playfair & Pretendard) to balance elegance with clarity
- Designed packaging with bold type and clean layouts to emphasize product purpose
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Developed a website mockup to visualize the customer journey and product story
Role
Visual concept, logo design, branding, packaging design, promotional graphics, and layout system
Visual concept, logo design, branding, packaging design, promotional graphics, and layout system