From Fable to Flat White: A Brand Comes Alive

The name Harusaki Coffee was born from a feeling — that gentle moment when winter softens and spring begins to bloom. Inspired by the Japanese phrase “Harusaki” (春咲き), meaning “Spring Bloom”, the name captures the essence of quiet renewal, emotional warmth, and the beauty of everyday rituals. By grounding the brand in coffee — not just as a beverage, but as a comforting constant — we built a world that invites guests to slow down, take pause, and begin again.

The visual identity draws from Japanese aesthetics and seasonal rhythm, featuring a bold, fluid logotype and a soft yet expressive palette of sakura pinks, leafy greens, serene blues, and creams. Clean typography, spacious layouts, and brand motifs help build an atmosphere that feels both poetic and playful.

At the center of the brand is a whimsical original story:
“The Bear Who Waited for Spring.”
It introduced two beloved in-store characters:
🧸 'KUMA' - A gentle bear, waiting through winter with coffee as his companion
📸 'KIKO' - A curious monkey, always capturing life’s fleeting moments

These characters animate the café interior, brand storytelling, and seasonal content — with room to grow into a larger world featuring future companions and characters.

Alongside the identity, we crafted the menu system and laid the foundation for retail and delivery packaging — allowing the brand to travel beyond the café and into people’s homes. Every format — cup, carton, or character — was designed to feel like part of one continuous, comforting narrative.

Harusaki Coffee is now a story-first, character-led brand with depth, warmth, and room to grow — from a single café to a lifestyle experience that lingers long after the last sip.