Client Brief
Self-initiated concept project. I’m Shook is a playful, feel-good coffee brand concept inspired by slow mornings, cosy rituals, and moments that feel a little bit magic. The idea was to create a brand that felt warm, nostalgic, and joyful, while still standing out visually in a saturated coffee market. This project was an opportunity to explore expressive branding, experimental visuals, and storytelling-led design without the constraints of a live client brief.
The RaRa Transformation
I developed a bold, character-led brand identity that feels fun, imperfect, and emotionally driven. The visual language leans into texture, colour, and movement, creating a sense of warmth and personality that feels more like a lifestyle brand than a traditional coffee label.
The concept explores how branding can extend beyond packaging into a full visual world, blending product imagery with lifestyle moments, editorial compositions, and playful graphic elements. The result is a brand that feels instantly recognisable, inviting, and rooted in everyday rituals.
This project was created as a creative exploration, allowing space to push visual boundaries, experiment with layouts, and develop a cohesive brand universe from the ground up.
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