Johnnycantsurf

Johnnycantsurf

Johnnycantsurf

Johnnycantsurf

Johnnycantsurf

2017

2017

2017

Johnny Kim is a hardcore surfer and travel enthusiast. He is also an outstanding barista with a contagious love for coffee. Putting his surfing dreams on hold to pursue his other dream of sharing good coffee to Vancouverites, Johnny ultimately cannot go surfing. And hence, Johnnycantsurf—a delightful coffee truck business—was born. 

Johnny Kim is a hardcore surfer and travel enthusiast. He is also an outstanding barista with a contagious love for coffee. Putting his surfing dreams on hold to pursue his other dream of sharing good coffee to Vancouverites, Johnny ultimately cannot go surfing. And hence, Johnnycantsurf—a delightful coffee truck business—was born. 

Johnny Kim is a hardcore surfer and travel enthusiast. He is also an outstanding barista with a contagious love for coffee. Putting his surfing dreams on hold to pursue his other dream of sharing good coffee to Vancouverites, Johnny ultimately cannot go surfing. And hence, Johnnycantsurf—a delightful coffee truck business—was born. 

Johnny Kim is a hardcore surfer and travel enthusiast. He is also an outstanding barista with a contagious love for coffee. Putting his surfing dreams on hold to pursue his other dream of sharing good coffee to Vancouverites, Johnny ultimately cannot go surfing. And hence, Johnnycantsurf—a delightful coffee truck business—was born. 

Johnny Kim is a hardcore surfer and travel enthusiast. He is also an outstanding barista with a contagious love for coffee. Putting his surfing dreams on hold to pursue his other dream of sharing good coffee to Vancouverites, Johnny ultimately cannot go surfing. And hence, Johnnycantsurf—a delightful coffee truck business—was born. 

Visual identity

To meet Johnny’s passion with his brand visuals, I created an identity for Johnnycantsurf that is both colorful and minimal, allowing the energy and product to take center-stage. I also convinced Johnny that we can leverage his coffee truck as a recognizable visual identity and therefore incorporated his truck in the logo and in other marketing material. I created the truck design to match the logo, for a strong, cohesive visual branding.

Visual identity

To meet Johnny’s passion with his brand visuals, I created an identity for Johnnycantsurf that is both colorful and minimal, allowing the energy and product to take center-stage. I also convinced Johnny that we can leverage his coffee truck as a recognizable visual identity and therefore incorporated his truck in the logo and in other marketing material. I created the truck design to match the logo, for a strong, cohesive visual branding.

Visual identity

To meet Johnny’s passion with his brand visuals, I created an identity for Johnnycantsurf that is both colorful and minimal, allowing the energy and product to take center-stage. I also convinced Johnny that we can leverage his coffee truck as a recognizable visual identity and therefore incorporated his truck in the logo and in other marketing material. I created the truck design to match the logo, for a strong, cohesive visual branding.

Logo Design

I don't know when his love of coffee started from, but I know he had worked as a barista for more than 5 years. His always served me the most delicious cup of coffee whenever  I visit his work place in downtown Vancouver. I always knew he loves coffee and he works hard as a barista to travel where he can catch the wave. 

When Johnny first briefed on his coffee truck idea, I recognized a unique opportunity to bring a fresh approach to coffee cultrue in Vancouver. And I wanted to create a successful business case that proves how cohesive creative direction brings synergy on small business. As we began the discovery process, one of my main goals was to capture a visual representation of coffee truck, which is  still very unique business in Vancouver coffee industry, and to create a beautiful brand that is highly cost effective, easily applicable and maintainable for Johnny. 

I wanted to design more than logo or website. I wanted to find out the conceptual aspect of coffee and use it for creating whole brand experience that is tailored for Johnny.

Visual identity

To meet Johnny’s passion with his brand visuals, I created an identity for Johnnycantsurf that is both colorful and minimal, allowing the energy and product to take center-stage. I also convinced Johnny that we can leverage his coffee truck as a recognizable visual identity and therefore incorporated his truck in the logo and in other marketing material. I created the truck design to match the logo, for a strong, cohesive visual branding.

Visualization of invisible elements

While thinking about the brand identity, I wanted to focus on the experience of drinking coffee. Through research, I found that people enjoy coffee through taste, aroma, atmosphere, and culture. These elements are an expression and form of creativity and therefore, to me, signified that coffee consumption is a form of art. This realization propelled me to come up with the visual identity while giving a nod to pop art such as Roy Lichtenstein’s and Piet Mondrian’s work.

Visualization of invisible elements

While thinking about the brand identity, I wanted to focus on the experience of drinking coffee. Through research, I found that people enjoy coffee through taste, aroma, atmosphere, and culture. These elements are an expression and form of creativity and therefore, to me, signified that coffee consumption is a form of art. This realization propelled me to come up with the visual identity while giving a nod to pop art such as Roy Lichtenstein’s and Piet Mondrian’s work. 

Visualization of invisible elements

While thinking about the brand identity, I wanted to focus on the experience of drinking coffee. Through research, I found that people enjoy coffee through taste, aroma, atmosphere, and culture. These elements are an expression and form of creativity and therefore, to me, signified that coffee consumption is a form of art. This realization propelled me to come up with the visual identity while giving a nod to pop art such as Roy Lichtenstein’s and Piet Mondrian’s work. 

Visualization of invisible elements

While thinking about the brand identity, I wanted to focus on the experience of drinking coffee. Through research, I found that people enjoy coffee through taste, aroma, atmosphere, and culture. These elements are an expression and form of creativity and therefore, to me, signified that coffee consumption is a form of art. This realization propelled me to come up with the visual identity while giving a nod to pop art such as Roy Lichtenstein’s and Piet Mondrian’s work.

Visualization of invisible elements

While thinking about the brand identity, I wanted to focus on the experience of drinking coffee. Through research, I found that people enjoy coffee through taste, aroma, atmosphere, and culture. These elements are an expression and form of creativity and therefore, to me, signified that coffee consumption is a form of art. This realization propelled me to come up with the visual identity while giving a nod to pop art such as Roy Lichtenstein’s and Piet Mondrian’s work.


Brand System

To further tie to my concept, I created a flexible brand system where you can use the Johnnycantsurf logo and wordmark seperately, placing them in a spacial manner to evoke three dimensionality. I wanted this look to tie to the whole experience of coffee consumption.



Brand System

To further tie to my concept, I created a flexible brand system where you can use the Johnnycantsurf logo and wordmark seperately, placing them in a spacial manner to evoke three dimensionality. I wanted this look to tie to the whole experience of coffee consumption.



Brand System

To further tie to my concept, I created a flexible brand system where you can use the Johnnycantsurf logo and wordmark seperately, placing them in a spacial manner to evoke three dimensionality. I wanted this look to tie to the whole experience of coffee consumption.


Brand System

To further tie to my concept, I created a flexible brand system where you can use the Johnnycantsurf logo and wordmark seperately, placing them in a spacial manner to evoke three dimensionality. I wanted this look to tie to the whole experience of coffee consumption.


Brand System

To further tie to my concept, I created a flexible brand system where you can use the Johnnycantsurf logo and wordmark seperately, placing them in a spacial manner to evoke three dimensionality. I wanted this look to tie to the whole experience of coffee consumption.

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© Matthew Kim 

© Matthew Kim

© Matthew Kim 

© Matthew Kim

© Matthew Kim