THE SOURDOUGH IMPERFECT PERFECTIONIST
Wabi is a cafe in Sukhumvit founded by a baker whose passion is in sourdough making. After studying the making process of the sourdough, we think the best words to describe it is how it is such a perfect food with imperfection. The dough is alive and will grow well only under the supreme care and attention to details while the results are not perfectly predictable because they can be varied but the various environmental factors.
Thus, we would like to make a brand identity that’s imperfect, too. While staying low-key with the overall minimalist aesthetic, yellow is used to quickly catch the eye of the audience. The special folds are applied with the packaging to ensure capacity and uniqueness of the shapes.
Brand Direction and Concept