Case study · Tul Kuffee

A coffee brand that lookshandmade, on purpose

Tul, a Malaysian coffee brand, wanted to stand out from the clean, minimal look most coffee brands share. They asked for something vibrant, raw and fun, with room to grow into new products. I built the identity around a hand-drawn logotype and a cast of surreal, psychedelic illustrations.

Client

Tul Kuffee, Malaysia

Role

Brand designer and illustrator, solo

Services

Brand identity, custom lettering, illustration, packaging

Status

Launched and live

Three Tul Kuffee bottles, each with a different illustrated label

The Challenge

A sea of beige
Most coffee brands look clean, minimal and much the same. Tul needed to stand apart on the shelf and in the feed.
Vibrant, raw and fun
The client wanted energy and personality, not polish.
Room to grow
The identity had to stretch to new products later without a redesign.

The Solution

Look handmade
On a shelf full of beige and white, the loudest thing you can do is look handmade. The brand's personality is relaxed and very local, so it should feel santai, not polished.
A logotype with a laid-back feel
A custom, hand-drawn logotype: bold, chunky and rounded, and recognisable at any size.
One frame, rotating characters
The logotype stays constant while the illustration changes, so every new product can join the range and still feel like Tul.

Outcomes