Bean & Bean
Designer | Jiyoon Han, Jinwoong Seo, Jongwon Won, Yuli Choi
Location New York, NY
Launch date | May 1, 2022
Bean & Bean opened its first cafe in Manhattan in 2008. Since then, and post-Covid, the family-owned and operated has expanded into 4 retail cafes, a roastery, online, and wholesale. The rebrand was led by co-founder Jiyoon Han, who wanted to bring the brand’s core values to the forefront through design. Bean & Bean’s brand and packaging design is warm, comforting, and playful. The brand’s purple color is immediately eye-catching; sloth mascot, instantly inviting; Mother Daughter emblem, quickly heartwarming. Bean & Bean’s packaging design too captures all of these brand elements - in form, color, texture and material. The color purple brand color is intentional - to pique the curiosity of the viewer, and to leave a forever impressionable visual and emotional experience. One will see the brand and packaging design and the experience will be forever imprinted in her mind. The flirtatious yet relaxed sloth, the face behind Bean & Bean, too starts a conversation with the viewer. Finally the friendly faces of Rachel and Jiyoon, the duo behind Bean & Bean’s coffees, extend a warm invite to the viewer: take it slow. Bean & Bean is not just a coffee brand, but a brand that makes coffee more human and real.
