ABOUT

Conception
The brief challenged us to rethink a boring, overlooked product category and create a bold new brand identity around it. I chose coffee, a category often saturated with generic branding and lacking in playful, consumer-centered design. Despite being told it was a "difficult" category, I saw this as an opportunity to disrupt the space with a brand that’s fun, transparent, and emotionally resonant.

Enter Wakey Wakey! — a brand that injects energy and personality into your coffee ritual while addressing common pain points.

Execution
Tone & Branding:
The Wakey Wakey! brand is playful, energetic, and honest. It uses hand-drawn illustrations and coffee-stained textures to evoke warmth, authenticity, and a DIY vibe — making the experience feel personal and less commercial.

Touchpoints:

Coffee Packaging Kit

Customizable packs based on hours of sleep and desired strength, helping users choose the right brew for their energy needs.

Features hand-illustrated artwork and a coffee-painted background for tactile charm.

Includes a pocket-sized emergency pack for those panic moments when coffee runs out — easy to carry on the go.

Recyclable To-Go Cup

Designed with sustainability in mind. Disposable, recyclable, and included in the main packaging kit for convenience and brand coherence.

Advertising Campaign (Motion & Static)

Ads tailored for high-traffic areas like underground stations, bus stops, and tram stops.

Eye-catching visuals and witty copy designed to grab attention and reinforce the brand’s cheeky, helpful persona.

Coffee Van Delivery Service

A branded mobile coffee van concept that delivers coffee directly to your doorstep, adding a surprise-and-delight element to the service.

E-commerce Website

A Figma-prototyped website designed for intuitive navigation, letting users explore coffee types, customize their kits, and place orders with ease.

Problem Solved Through Design
Most coffee brands focus on luxury or utility — Wakey Wakey! addresses the emotional reality of consumers:

The panic of running out of coffee

The confusion around choosing the right blend

The lack of personality in packaging

Environmental concerns around single-use cups

The desire for instant convenience

By combining empathy-led branding, playful design, and thoughtful product features, I reimagined coffee as not just a product, but a daily experience worth smiling about.

Skills & Tools Used
Brand Identity Design

Packaging Design

Illustration (Hand-drawn & Digital)- Procreate

Motion Graphics & Static Ad Design

UX/UI Design for Web (Figma)

Concept Development & User Journey Mapping

Adobe Illustrator

Prototyping : Figma