FRAGMENT COFFEE SHOP
Fragment is a city coffee shop located near business centers, serving a dynamic working audience. It represents the rhythm of urban life — where people stop on their way to work, during breaks, or after hours to recharge. The brand’s philosophy is rooted in the idea of coffee as a daily ritual — a fragment of one’s day that restores energy and focus.
The task was to create a visual identity that reflects the idea of coffee as a fragment of the day — a moment of calm, focus, and return to oneself.
The task was to create a visual identity that reflects the idea of coffee as a fragment of the day — a moment of calm, focus, and return to oneself.
CLIENT: Fragment coffee SERVICES: Branding, Packaging design COUNTRY: Ukraine
KEY CHALLENGES:
- Express the philosophy of “pause” and mindfulness within a busy urban rhythm.
- Create a recognizable identity that feels both modern and warm.
- Turn the daily coffee ritual into a visual narrative — emotional and human.
KEY DESIGN SOLUTIONS:
- Fragment-based logo: built on the shape of a coffee cup, deconstructed into symbolic fragments forming a rhythmic visual pattern.
- Associative iconography: elements like a coffee bean resembling the rising sun highlight the link between coffee and daily renewal.
- Pause-focused concept: coffee is presented not just as a drink, but as a ritual — a small return to clarity and balance.
- Warm minimalism: soft contrasts and tactile textures create a sense of calm and comfort in the brand’s look and feel.
RESULTS FOR THE CLIENT:
- Recognizable identity: a distinct visual language that sets Fragment apart among city cafés.
- Emotional connection: customers perceive the brand as a symbol of mindful rest and inspiration.
- Coherent brand system: the concept easily adapts across packaging, space design, and communication.
