Service: Brand Design, Packaging System
Team: 9133 Design Studio
Year: 2024
Kaizen Coffee takes its name from the Japanese philosophy of kaizen- the pursuit of small, steady improvements. The brand celebrates iteration as a craft in itself, turning the ritual of coffee into an everyday experiment in progress.
The visual identity and packaging system were designed to echo this mindset: clean yet kinetic, consistent yet always in motion. Kaizen feels like a brand mid-evolution that is open to change, built to grow, and grounded in care for detail.
Kaizen Coffee approached us to create a brand identity and packaging system that would:
Reflects the idea of kaizen and experimentation.
Creates differentiation between flavours while maintaining consistency.
Feels scalable across new blends and formats.
The challenge was to balance a sense of order with creativity, creating a system that feels structured but never static.
We built the identity around the idea of “design in process.” Grids and type form the backbone, while shifting color fields and geometric markers keep the system alive. Each label becomes a small experiment like variations on a shared formula.
The logotype’s quiet confidence anchors the range, allowing the modular compositions to explore movement and rhythm. Every choice from the ratio of color blocks to the placement of typographic accents was made to reflect iteration as a visual language. The result is a system that rewards a closer look, inviting curiosity in the same way a good cup of coffee does.
