Page 31 - Conor O Shea

BRANDING

FONT MūZen MūZen MūZen

I tested various fonts and styles, bold and non bold,
many fonts and styles which i narrowed down to six. The
highlighted font (Citadel Script) caught my attention,
showing class, and luxary. A coffee collection should be MūZen MŪZEN MūZen
represented by luxary, and following a traditional
Japanese style of calligraphy, i believe this font style to
be the best suited towards the MūZen brand.
MūZen MūZen MŪZEN

SYMBOL

In Japan, owls (fukurō) are seen as a symbol of wisdom,
protection and good fortune. Their nature aligns with
mindfulness within the Japanese culture. Owls symbolise
wakefulness, which instantly connects to coffee and
being energized. I found this meaning of the owl to best
resonate with Hara’s philosophy and the wakefulness
whilst consuming coffee.

DESIGN
MūZen MūZen
Testing Japanese style borders and words describing the
COFFEE COLLECTION ZEN COLLECTION
collection, i found that with Kenya Hara’s philosophy of
“emptiness” and having white space, can really draw the
attention of what matters and what you want people to
see the second their eyes come in contact with it and i
found that it would be more suitable to not have a border MūZen
which declutters the main focus, “MūZen. COFFEE COLLECTION MūZen

COFFEE COLLECTION
EST 2024 原研哉