We were asked to develop a concept, brand, and visual identity for a new coffee franchise, which would originate in Kuala Lumpur, Malaysia. This new franchise should offer a competitive option from some of the international coffee shop chains in the city. We conducted research Kuala Lumpur, drank a lot of coffee, and discovered a unique coffee culture in KL. We found an opportunity to create a coffee shop which offered a little more and felt like one of a kind, while being relatively simple to replicate. This coffee shop should offer quick convenience to the busy citizens of the metropolis. It should also offer a place to relax and take a break or work away for hours.
We ended up creating the 'Monjo Station' concept. Our inspirations were our favorite classic Metro stations from around the world. The Paris metro, London underground, NYC Subway, and Tokyo lines, all inspired both the concept and the Aesthetic of the new franchise. We imagined the 'Perfect metro station', complete with a our favorite newsstand, a sandwich shop & of course a spot to grab a well made cup of coffee. We put this all under one roof, and this is the Monjo coffee concept.
The 'metro aesthetic' come through clearly in the use of tile inside and out. There is a waiting bench, which runs all the way around the facade of the shop, perfect for people watching, and loyalty cards and stationary are ticket inspired, and the overhead menu references the metro station with clear, minimal easy to read type and icons.
Taking cues from metro wayfinding design, we developed icons for nearly everything in the entire location, from coffee cups, to sandwiches, to real live coffee trees. We made icons of the exact espresso machine Monjo uses as well as the grinder, & blender. Even the light fixtures icons are signature to Monjo. These icons will be used in Monjo's advertising, giving the public a taste of all the things they can expect to find at Monjo.
We completed this project from concept to interior execution, and will continue to create materials as the Brand develops and more shops open. Monjo Station #1 is open in KL, with a second location opening very soon.
