Figs - Stuffed Delights
Illustration
Brand Identity
Typography
Visual Communication
FIGS is a fictional coffee shop concept specialising in fig-based desserts and drinks. The brand was born from my experiences in Seoul, South Korea, where French and Korean café cultures beautifully intertwine.
FIGS offers a cozy, slow-living atmosphere, welcoming food lovers, coffee shop wanderers, and anyone who delights in artisanal treats.
From the beginning, I knew that FIGS had to feel as crafted as the desserts themselves. I chose to hand-draw both the typography and the illustrations, giving the brand a genuine, imperfect charm that speaks to authenticity and love for the craft.
When creating the brand identity for FIGS, my goal was to capture the artisanal spirit of the desserts, soft, refined, and handcrafted.
I developed a full identity system, including:
Logo design - Menu layouts - Hand-drawn digital illustrations - Packaging design - Posters - Visual tone and aesthetic guidelines.
