Brand: Continental Spéciale Coffee x Zepto
Scope: Typography, branding, strategy
Year: 2025
Location: Mumbai, MH
One of many of Zepto's small-scale category activations, Kaffee Smooth Rave was the first of its kind because of its unconventional approach to visual identity. Two of my favourites- type design and neobrutalism, came together on this project.
The logo lockup, with custom-designed type for the words Kaffee Smooth
Inspired by the high energy of a 'Rave,' I applied a neobrutalist aesthetic to the event's visual identity. By combining a neon palette with thick strokes, sharp shadows, and eclectic bold typography, I aimed to balance chaotic elements into a cohesive, impactful design.
The logo lockup consists of words Kaffee Smooth drawn in custom type. After numerous iterations with some having a little too much of the 'rave' energy, I subtly toned it down to soften the edginess with smooth, shiny, bubble-like letterforms.
The same aesthetic was extended to the social media comms and the on-ground assets as well. All the icons were created from scratch and formed into a library that was later applied across other assets.
The event earned a lot of organic user generated content on social media, no influencers were invited. The only entry point was an event listing on the platform Urbanaut. Cheeky, relatable and coffee-inspired copy was spread throughout the on-ground assets and grabbed attention and turned into shareable content on social media.
Posters used as on-ground assets
