Royal Crystal Coffee
Towards Building the Ultimate Drip Coffee Brand Proposed by Toba Coffee
Company Profile
ROYAL CRYSTAL COFFEE
A multi-purpose coffee facility operated by Toba Coffee Co., Ltd.
"At the personal request of Mr. Hiromichi Toba, founder and chairman of Doutor Coffee, we were commissioned to develop and implement the ultimate drip coffee brand — envisioned both as a luxury gift item and as a vehicle for introducing a new coffee culture.
The brand was named Royal Crystal Coffee, and AXHUM was responsible for the full branding initiative: from the development of the brand concept, logo, and core design system, to packaging design and the signage plan for the retail space.
A pilot store and adjoining roastery were constructed as a standalone site in Jiyugaoka, along the Tokyu railway line. The space also features a display of Mr. Toba’s personal coffee cup collection.
The project has a unique historical connection: our former director and creative director, Yutaka Sano, previously led the branding of Doutor Coffee during his time at PAOS. This legacy formed the basis for Mr. Toba’s direct request to us for the brand’s creation."
Royal Crystal Coffee Brand Logo
Design System and Packaging Design
Packaging Design
Packaging Design
Store Facade and Signage Design
(Royal Crystal Coffee – Jiyugaoka Flagship Store)
Store Facade and Signage Design
(Royal Crystal Coffee – Jiyugaoka Flagship Store)
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Branding and Spatial Design for a New-Style Japanese Supermarket
