ARTSBY EMDE crafts a warm brand identity for FLUX COFFEE, combining bean-shaped mascot illustrations with retro typography.

Indonesian graphic designer Michelle Deborah, working under the studio moniker ARTSBY EMDE, developed a playful conceptual brand identity for specialty beverage project FLUX COFFEE. Departing from cold technical roasting imagery, the visual identity centers on an abstract bean-shaped mascot representing the daily ritual of coffee consumption. Soft, rounded contours define the character design, establishing a comforting, friendly, and approachable atmosphere across physical cafe touchpoints and print assets. Warm terracotta, rich espresso brown, and aged cream tones dominate the color palette, balancing nostalgic warmth with contemporary specialty coffee formatting.

Illustration and Character in Brand Identity

The underlying layout framework pairs expressive character drawings with structured grid containers. ARTSBY EMDE employs vintage-inspired display fonts alongside clean sans-serif subheadings, establishing a clear reading hierarchy for menu items and coffee bean origins. The central bean mascot shifts dynamically across application surfaces, scaling from small cup stamps to large promotional poster spreads. This structural flexibility across the brand identity ensures that whether rendered as a subtle embossed icon on coffee bag labels or printed across takeaway packaging, the brand character remains memorable without cluttering primary information fields.

Material selection emphasizes tactile comfort and daily utility across the entire retail product suite. Takeaway paper cups, kraft coffee bean pouches, glass cold-brew bottles, and branded apparel merchandise utilize matte paper finishes and soft textures that complement the organic line art. Subtle details like custom packaging tape seals, stamped batch numbers, venue locations, and hand-drawn menu illustrations create an authentic, inviting coffeehouse experience. By using character illustration to convey emotional warmth rather than literal product photography, the project illustrates how a cohesive brand identity can transform daily coffee rituals into engaging visual storytelling.

See the complete project by ARTSBY EMDE on Behance.