Case study /
Brand
/
Spain
A Brand-led case study draft based on public Behance materials. The confirmed story is a mochi and Japanese tea cafe identity designed around fast discovery, social sharing, and a soft in-store escape. Luna Labs role, business results, and publish clearance still need confirmation.
Client
Nami
Industry
Mochi cafe / Japanese tea cafe
Audience
Gen Z and Millennials, 16–30
Timeframe
Done in 2 weeks.
Project brief
Nami is presented as a cozy mochi cafe with a broad selection of Japanese teas and mochi. The brand is not framed as a quick snack counter. It is framed as a small destination for people who want something sweet, visual, and calming enough to become part of an afternoon routine.
The public project positions the audience clearly: Gen Z and Millennial residents aged 16-30, especially teenage girls and young women, with average to below-average incomes. The audience includes freelancers, designers, beauty professionals, and corporate professionals who move between work, content creation, and low-pressure social time.
That matters because the identity has to work before someone studies the menu. Nami has to be legible from the street, attractive enough to photograph, and comfortable enough to make a visitor stay.
A soft cafe identity that works before the menu is read.
Nami is presented as a cozy mochi and Japanese tea cafe, not a quick snack counter. The brand needed to read from the sidewalk, feel calm once inside, and travel naturally through customer photos, packaging, menus, and social feeds.
Snapshot
Brand as acquisition, not decoration.
Location
Spain
Pillar
Brand
Built on
Adobe Creative
Source
Designed by Polina Mintseva
The challenge
The customer is choosing quickly, often in a 30-second to 2-minute window, while surrounded by competing cafes and food options. In that setting, a pretty logo is not enough. The brand has to make the decision feel easy.
The main leak is attention. A cafe can have a strong product and still lose the visit if the outside world does not understand what it is, why it feels different, and whether it is worth walking into right now.
Nami also has to balance several jobs at once. It needs to feel connected to Japanese tea and mochi culture without becoming cold or formal. It needs to be photogenic without feeling like a prop. It needs to invite solo work, social breaks, pet-and-child-friendly visits, and spontaneous discovery from Instagram, TikTok, word of mouth, or the street.
Win the 30-second decision.
The customer is choosing quickly, surrounded by competing cafes and food options. A pretty logo is not enough when the biggest leak is attention.
01
Make the concept legible from the street.
Nami had to communicate mochi, Japanese tea, and a calm cafe experience before a visitor studied the menu.
02
Balance cute with credible.
The identity needed warmth and visual charm without becoming cold, formal, or staged only for photos.
03
Travel across every customer touchpoint.
The same language had to hold across signage, windows, cups, bags, menus, packaging, and social content.
The approach
The strategic frame is simple: make Nami feel like a soft escape that is easy to understand at a glance. The identity should tell a young customer what the place is, how it feels, and why it is different before they need to ask.
The Brand work centers on three questions. First, what does Nami sell? Japanese teas and mochi. Second, what does the visit feel like? Gentle, cute, comfortable, and visually memorable. Third, how does the brand travel? Across the storefront, cups, menus, packaging, social content, and the moments customers photograph for themselves.
For a cafe like this, the brand system is not decoration. It is part of acquisition. The same visual language that makes someone pause outside also gives them a reason to post, remember, and bring someone back.
A soft escape, explained at a glance.
The strategy centers on three questions: what does Nami sell, what does the visit feel like, and how does the brand travel once the customer leaves?
What it sells
Japanese teas and mochi, framed as an easy cafe ritual rather than a one-off sweet snack.
What it feels like
Gentle, cute, comfortable, and visual enough to make a short break feel like a small destination.
How it travels
Through storefront cues, saved photos, paper goods, packaging, and small moments customers want to share.
The work
Positioning: Nami is framed around more than mochi. The cafe experience is positioned as a small, immersive break for people who want aesthetic pleasure, mindful solo time, and an easy social setting.
Visual identity: The system centers on a soft, recognizable language that travels across every touchpoint. It provides the brand with a consistent foundation for static elements like the logo, menu, and signage, while maintaining enough personality to feel native to social content and digital feeds.
Environmental cues: Nami is designed to be understood in seconds from the street. The exterior presence - signage, windows, and color - is a coordinated effort to reduce hesitation and signal that the cafe is a destination worth entering.
Packaging and cafe touchpoints: The brand extends far beyond the logo into cups, bags, paper goods, and character details. These tactile elements work together to transition the identity from a graphic concept into an immersive customer experience.
Social behavior: The identity respects how discovery actually happens - through a quick walk-by, a saved photo, or a digital recommendation. Nami creates memorable, shareable moments that feel like a natural part of a visit rather than a shallow or staged prop.
A cohesive system for street, store, and feed.
01
Positioning
Nami becomes more than mochi: it is a small, immersive break for solo time, low-pressure social visits, and aesthetic pleasure.
02
Visual identity
A soft, recognizable language creates consistency across static brand elements and social-first content.
03
Environmental cues
Signage, windows, and color reduce hesitation and signal that the cafe is worth entering now.
04
Packaging and touchpoints
Cups, bags, paper goods, and character details turn the identity into a tactile customer experience.
05
Social behavior
The brand creates shareable moments that feel natural to the visit instead of shallow or staged.
The results
The transition turned a simple cafe concept into a cohesive brand system. By aligning the naming, visual language, and tactile customer touchpoints, the identity created a recognizable experience that begins before a visitor even crosses the threshold.
This resulted in a brand that functions without constant explanation. Spanning from the logo and palette to the packaging, menus, signage, and digital feeds, Nami became a functional identity optimized for modern discovery - whether through a street-side glance, a personal recommendation, or a curated social post.
Moving beyond mere aesthetics, the strategic work established Nami’s true foundations: a specific audience profile, a distinct emotional atmosphere, and a versatile system designed to thrive across print, packaging, and the immersive physical environment.
A cafe concept that no longer needs constant explanation.
Recognizable from the first touch.
The naming, visual language, and tactile customer touchpoints work together before a visitor crosses the threshold.
Built for modern discovery.
The system supports street-side glance, word of mouth, saved photos, and curated social posts.
Grounded beyond aesthetics.
The identity establishes a specific audience profile, emotional atmosphere, and versatile print-to-place system.
Nami is a useful example of why hospitality branding has to do more than look polished. The identity has to reduce hesitation, signal the experience, and make the visit memorable enough to travel through the customer’s own photos and recommendations.
Hospitality branding has to reduce hesitation, signal the experience, and make the visit memorable enough to travel.
Nami is a useful example of why a polished identity is only the beginning. For a cafe, the brand system has to become part of acquisition: something people understand, remember, photograph, and recommend.
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