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The visual system expresses calm through softness and restraint.
Solid, symbolic illustrations and muted colors create a warm, nostalgic system. Every element reinforces a slower, more thoughtful relationship with coffee.
Design Concept
Brand Insight
Dejit reframes coffee as a calm, intentional ritual rather than a source of stimulation.
The brand focuses on comfort, routine, and familiarity people love about coffee, while removing the jitters, the crash, and the pressure to overdo it.
Dejit
Brand Identity for Premium Decaf Coffee
Coffee culture tells us more caffeine equals more productivity.
In reality, it usually means anxiety, crashes, and another cup we didn’t need. Dejit pushes back. It’s a premium decaf coffee brand for people who love coffee but without the chaos that usually comes with it.
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