Text by Richard Baird
EDIYA is a well-established South Korean coffee brand, with franchised stores and array of drinks and branded products. It has the largest number of stores, exceeding that of Starbucks and any other international brands, opening its 3000th store at the end of 2019. With such a strong foothold in the market, and with the rise of at-home and ready-to-drink variations of large coffee store brands internationally, EDIYA sought to develop this within the national market, recognising that, with the current income levels in Korea, there was space to expand into the home-brewed coffee market.
Through the day-to-day operation of its stores which afford it a real-time understanding of market shifts and changes in consumption and demand, EDIYA has developed deep regional insights. This is paired with a full end-to-end production capability, from raw material sourcing to processing, to roasting to product develop in its own coffee lab. Drawing on this experience EDIYA created BEANIST, a new home brewing brand. And worked with Studio fnt to create branding and packaging. The studio sought to maintain EDIYA’s brand equity, drawing on aspects of the company’s coffee shop store signage, and give this new brand a clear presence within the competitive instant coffee market through a striking intersection of form, colour and communication.
Opinion by Richard Baird
Felt is a coffee shop in Seoul with their own brand of speciality coffee which has been sourced by way of direct trade and roasted in Gyeonggi-do, a populous (relevant later) province of South Korea. They opened their first store in September 2015 and a second in October 2018. The team at Felt see every part of the coffee experience; its growing, harvesting, sourcing, roasting, preparing, branding, packaging and spatial experience as part of a total project, visiting coffee-producing regions to handpick raw beans, engage the quality control of professional green bean buyers, cuppers, roasters and baristas, in the creation of thoughtful space and in the commissioning of Studio fnt to develop visual identity.
Drawing on the experience of drinking the same coffee in the same space, a shared feeling but peripheral connection, Studio fnt worked with Felt to develop a visual identity and packaging for its coffee ranges. This is characterised by the simple and textural, and the precise and immediate, unified by a thoughtful and subtle concept, the use of intersecting lines and the demarcation and crossing of space.