Conceived as a social sanctuary, it is a place for connection, inspiration and personal renewal. Created by its founder after years of international travel and personal exploration, LIV was imagined as an urban retreat, a space where people can pause, connect with others and reconnect with themselves. We partnered with LIV to create a complete brand identity that reflects this philosophy and transforms every customer interaction into part of a larger experience.

Services

Brand Identity
Packaging Design
Logo Design
Merchandise

Industry

Hospitality

A flyer for a coffee shop featuring minimalistic black and white design with large stylized letters and details of address and hours.

Light beige background with faint large text that is partially readable, including a part of an address and the phrase "Specialty Coffee and Special Drinks".

Challenge

In Paris' highly competitive specialty coffee scene, the challenge was to create a brand capable of standing apart from the conventions of the category.

The identity needed to:

Express a concept that goes beyond coffee itself.
Reflect the brand's human and spiritual philosophy.
Differentiate itself within an increasingly homogeneous visual landscape.
Build the foundations of a place designed to bring people together.

Blurry image with a quote that says 'Where coffee meets the soul.' and mention of specialty coffee and specialty drinks, with details about a coffee shop in Paris.

View through a coffee shop window showing a person walking on the street, multi-story buildings with balconies, and parked cars. The window has printed information about the coffee shop, including name, hours, and social media handle.

Objectives

Create a visual identity capable of:

Expressing an experience rather than simply a venue.
Reflecting the values of hospitality, inspiration and well-being.
Balancing minimalism, warmth and sophistication.
Supporting the growth of a community-driven destination.

A design sketch with handwritten words and drawings related to coffee. The words include 'LVD', 'Grain de Café', 'Spiritualité', 'Artisanat', and 'Connect'. There are sketches of coffee beans, abstract shapes, and a small square yellow color block. Additional small illustrations include a stylized coffee cup and some abstract figures. The background shows a partial photograph of coffee beans and coffee shop information at the bottom.

A cup of coffee with latte art on top, placed on a bed of roasted coffee beans.

Approach

We approached LIV by designing an experience rather than simply a visual identity.

Our ambition was to create a brand that communicates a feeling—a rhythm, a moment of pause, an invitation to slow down.

Every graphic element was carefully considered to reinforce this sense of movement, reflection and personal transformation.

A disposable coffee cup with a lid on a round wooden table against a plain wooden wall.

A shadow of the number 0 on a beige textured wall.

A coffee shop menu with an illustration of a bird and the phrase 'Follow the journey' with the handle '@livcoffeeshop.'

A living signature

The custom wordmark was designed as a symbol of elevation.

Its flowing letterforms suggest movement, breathing and personal growth, reflecting the emotional journey visitors experience when stepping into LIV.

Rather than simply identifying the place, the logo embodies its philosophy: arriving to pause, leaving inspired.

Black background with a brown rectangular sign displaying information about a coffee shop, including address, hours, and social media handle.

Cream-colored baseball cap with embroidered text that reads, 'Where coffee meets the soul'.

A symbolic visual language

The identity is built around two central symbols.

The first is an organic form that simultaneously evokes a coffee bean and an introspective movement, reinforcing the connection between the physical product and the inner experience.

The second is the crane, a migratory bird representing transition, freedom and personal growth.

Together, these symbols create a distinctive visual language that adds depth and meaning to the brand experience.

Three variations of a coffee shop poster, each featuring a large, stylized leaf design and the text "Where coffee meets the soul" in the upper right corner. The posters differ in background color (green, beige, brown) and text style, with additional information about the coffee shop location and hours.

Two white disposable coffee cups with black printed text and symbols, resting on a white surface against a neutral background.

People sitting inside a coffee shop viewed through a large window, with a menu on the wall listing specialty coffee, espresso, filter coffee, matcha, seasonal drinks, and pastries. A person on a bicycle passes by the storefront in the foreground.

A patterned background with repeated square logos featuring a stylized lowercase 'i' and 'v' with a dot above the 'i', arranged in a grid.

A grounded colour palette

Natural shades of warm brown and bamboo green establish a calm, welcoming atmosphere.

The palette reinforces the feeling of comfort, grounding and authenticity while reflecting the sensory experience offered by the space.

Green background with text that reads 'Where coffee meets the soul. A place to escape, create and connect.'

Dark background with small icons and text at the bottom related to a coffee shop, including social media handle '@livcoffeeshop'.

Outcome

Today, LIV has a distinctive visual identity that perfectly reflects its philosophy and positioning.

The project successfully delivers:

A memorable presence within a highly competitive market.
A brand experience fully aligned with the atmosphere of the venue.
A strong emotional and narrative dimension that extends beyond visual aesthetics.

This consistency between identity and experience is reflected in the café's outstanding reputation, with a 4.9-star Google rating based on more than 1,000 reviews.

More than a coffee shop, LIV has established itself as a destination where branding, hospitality and human connection come together to create a truly meaningful experience.