Seven Productive Days

Branding \ TU7UHARI — 2019

TU7UHARI Coffee, a coffee shop in Dharmawangsa, comes in with a concept rooted in the culture of productivity—a fresh and unusual take that is fleshed out through simple, yet memorable visual cues. In an industry where it’s getting harder to establish a distinction, TU7UHARI, who opened their doors last November, shows its clear-cut uniqueness from the get-go.

TU7UHARI Coffee, a coffee shop in Dharmawangsa, comes in with a concept rooted in the culture of productivity—a fresh and unusual take that is fleshed out through simple, yet memorable visual cues. In an industry where it’s getting harder to establish a distinction, TU7UHARI, who opened their doors last November, shows its clear-cut uniqueness from the get-go.

TU7UHARI Coffee, a coffee shop in Dharmawangsa, comes in with a concept rooted in the culture of productivity—a fresh and unusual take that is fleshed out through simple, yet memorable visual cues. In an industry where it’s getting harder to establish a distinction, TU7UHARI, who opened their doors last November, shows its clear-cut uniqueness from the get-go.

TU7UHARI Coffee, a coffee shop in Dharmawangsa, comes in with a concept rooted in the culture of productivity—a fresh and unusual take that is fleshed out through simple, yet memorable visual cues. In an industry where it’s getting harder to establish a distinction, TU7UHARI, who opened their doors last November, shows its clear-cut uniqueness from the get-go.

TU7UHARI Coffee, a coffee shop in Dharmawangsa, comes in with a concept rooted in the culture of productivity—a fresh and unusual take that is fleshed out through simple, yet memorable visual cues. In an industry where it’s getting harder to establish a distinction, TU7UHARI, who opened their doors last November, shows its clear-cut uniqueness from the get-go.

Challenge

Challenge

It’s no secret that coffee shops have become a common ground (literally) for a lot of Jakartans. This however has in some ways led to a fault: with the fleeting growth of coffee joints, the city’s third-wave coffee culture is slowly cemented, yet over time it also cumulates in many offering what is more or less the same concept. In an industry where it’s getting harder to establish a distinctive identity, the TU7UHARI team approached us for support in optimizing their branding concept, ideation, as well as visual identity system & development.

It’s no secret that coffee shops have become a common ground (literally) for a lot of Jakartans. This however has in some ways led to a fault: with the fleeting growth of coffee joints, the city’s third-wave coffee culture is slowly cemented, yet over time it also cumulates in many offering what is more or less the same concept. In an industry where it’s getting harder to establish a distinctive identity, the TU7UHARI team approached us for support in optimizing their branding concept, ideation, as well as visual identity system & development.

Approach

Together with the TU7UHARI team, we set out to explore opportunities for this new coffee shop. We took note of and focused on the founders’ idealism that work-life balance is, indeed, not for everyone. This becomes a perfect match for a segment we termed as ‘Highly Productive Millennials’, the go-getters for goals and dreams who are unbound by the 9-to-5 rule. We therefore decided to use this idea as our stepping stone.

workbyw-TU7UHARI-04._Converted

The Main Insight

Most of these highly productive millennials use their favorite coffee shops as frequent meeting points, for both work and hangout—but why? Unlike the ‘daily-breaders’ who go through daily life as it is, they always try to impose a sense of ‘being-productive’ even on regular activities. For them, a hangout is a casual networking session, event attendance is live learning, working in a busy coffee shop is a way to stimulate new ideas, and so on. Aside from the atmosphere, the coffee itself has been known as their go-to productivity starter—always ready whether for delivery or on the go, a handy boost for their productivity, anytime, anywhere. 


This is how we came to redefine the new meaning of “Work-Life Balance” as TU7UHARI brand perspective: “Life will be happier when its balance is not restricted by scheduled activities, but filled with productive activities and having fun as flexible and as agile as you can.” 

Deliverable(s)

Logotype

TU7UHARI in Bahasa means seven days. It symbolizes the lives of these go-getters, always being productive even on the weekend, by the pressure of no one but their own drive. Inspired by the story of seven celestials of Babylonia which made up the seven days, we went on to build the monogram.

We acculturate its visual identity by combining dots and lines. The dot represents the legacy inherited in Indonesia. The line is a symbol of its journey that moves around the dots, creating a new fun way to enjoy it. The acculturation is also represented by sleek letters which still maintain the curve of its original typography. Utilizing the ambigram, the logo can be read from upside down, symbolizing the open-mindedness ingrained within the brand.

The monogram consists of seven lines for the seven celestials. They might seem scattered at first, but take a closer look and you will notice the ‘7’ ‘H’ inside the arrangement. The dot inside the monogram highlights the role of TU7UHARI for its segment, as the new favorite meeting point for their productivity. We also infused the subliminal 7 on the logotype by altering ‘J’ with ‘7’, using a delicate yet modern monospace typeface—which in turn elevates the modern, clean, and minimalist look of its brand mark. 

The Seven Celestials

Beginning in 500 BCE where each day of the week was assigned to one of the classical planets – the seven celestials. These were the celestial bodies visible to the naked eye: the Sun, the Moon, Mars, Mercury, Jupiter, Venus, and Saturn. These seven celestials move tirelessly every day. They seem scattered at first, but their dynamic becomes meaningful when linked together. Altogether, they formed a yearly calendar with seven days a week. From their revolutions came the famous zodiacs, whose findings remain used by both astronomy and astrology to this date.

The Seven Celestials

Beginning in 500 BCE where each day of the week was assigned to one of the classical planets – the seven celestials. These were the celestial bodies visible to the naked eye: the Sun, the Moon, Mars, Mercury, Jupiter, Venus, and Saturn. These seven celestials move tirelessly every day. They seem scattered at first, but their dynamic becomes meaningful when linked together. Altogether, they formed a yearly calendar with seven days a week. From their revolutions came the famous zodiacs, whose findings remain used by both astronomy and astrology to this date.

The Seven Celestials

Beginning in 500 BCE where each day of the week was assigned to one of the classical planets – the seven celestials. These were the celestial bodies visible to the naked eye: the Sun, the Moon, Mars, Mercury, Jupiter, Venus, and Saturn. These seven celestials move tirelessly every day. They seem scattered at first, but their dynamic becomes meaningful when linked together. Altogether, they formed a yearly calendar with seven days a week. From their revolutions came the famous zodiacs, whose findings remain used by both astronomy and astrology to this date.

The Seven Celestials

Beginning in 500 BCE where each day of the week was assigned to one of the classical planets – the seven celestials. These were the celestial bodies visible to the naked eye: the Sun, the Moon, Mars, Mercury, Jupiter, Venus, and Saturn. These seven celestials move tirelessly every day. They seem scattered at first, but their dynamic becomes meaningful when linked together. Altogether, they formed a yearly calendar with seven days a week. From their revolutions came the famous zodiacs, whose findings remain used by both astronomy and astrology to this date.

Logotype

“A simple way to introduce the distinctiveness of TU7UHARI is to change the ‘J’ with ‘7’, giving a witty experience without losing the pronunciation. So, TU7UHARI can easily be typeable in daily chat and also brings out the effectiveness of our main identity.”

“A simple way to introduce the distinctiveness of TU7UHARI is to change the ‘J’ with ‘7’, giving a witty experience without losing the pronunciation. So, TU7UHARI can easily be typeable in daily chat and also brings out the effectiveness of our main identity.”

“A simple way to introduce the distinctiveness of TU7UHARI is to change the ‘J’ with ‘7’, giving a witty experience without losing the pronunciation. So, TU7UHARI can easily be typeable in daily chat and also brings out the effectiveness of our main identity.”

“A simple way to introduce the distinctiveness of TU7UHARI is to change the ‘J’ with ‘7’, giving a witty experience without losing the pronunciation. So, TU7UHARI can easily be typeable in daily chat and also brings out the effectiveness of our main identity.”

“A simple way to introduce the distinctiveness of TU7UHARI is to change the ‘J’ with ‘7’, giving a witty experience without losing the pronunciation. So, TU7UHARI can easily be typeable in daily chat and also brings out the effectiveness of our main identity.”

Lavie, Co-Founder of TU7UHARI

Lavie, Co-Founder of TU7UHARI

Lavie, Co-Founder of TU7UHARI

Lavie, Co-Founder of TU7UHARI

Lavie, Co-Founder of TU7UHARI

The Signature Line

Layout System

workbyw-TU7UHARI-01

Color

workbyw-TU7UHARI-Colors-01
workbyw-TU7UHARI-Colors-02

Container

workbyw-TU7UHARI-package 5-19-19

Menu

Bean & Coffee Drip Packaging

Stationery

Key Visual

workbyw-TU7UHARI-06

Apron

workbyw-TU7UHARI-20

Store

“This time, we look to the simple yet clear-cut visual cues of TU7UHARI Coffee. Behind a seemingly straightforward squared logo is a culture of productivity that grounds the cafe’s overall visual identity, piquing the interests of anyone who sees it.”

“This time, we look to the simple yet clear-cut visual cues of TU7UHARI Coffee. Behind a seemingly straightforward squared logo is a culture of productivity that grounds the cafe’s overall visual identity, piquing the interests of anyone who sees it.”

“This time, we look to the simple yet clear-cut visual cues of TU7UHARI Coffee. Behind a seemingly straightforward squared logo is a culture of productivity that grounds the cafe’s overall visual identity, piquing the interests of anyone who sees it.”

“This time, we look to the simple yet clear-cut visual cues of TU7UHARI Coffee. Behind a seemingly straightforward squared logo is a culture of productivity that grounds the cafe’s overall visual identity, piquing the interests of anyone who sees it.”

“This time, we look to the simple yet clear-cut visual cues of TU7UHARI Coffee. Behind a seemingly straightforward squared logo is a culture of productivity that grounds the cafe’s overall visual identity, piquing the interests of anyone who sees it.”

A Matter of Design is an article series by Manual Jakarta where they call attention to memorable branding and design of lifestyle establishments in the city. 

A Matter of Design is an article series by Manual Jakarta where they call attention to memorable branding and design of lifestyle establishments in the city. 

A Matter of Design is an article series by Manual Jakarta where they call attention to memorable branding and design of lifestyle establishments in the city. 

A Matter of Design is an article series by Manual Jakarta where they call attention to memorable branding and design of lifestyle establishments in the city. 

A Matter of Design is an article series by Manual Jakarta where they call attention to memorable branding and design of lifestyle establishments in the city. 

TU7UHARI

TU7UHARI

TU7UHARI

TU7UHARI

TU7UHARI

Aulia Audriansyah

Aulia Audriansyah

Aulia Audriansyah

Aulia Audriansyah

Aulia Audriansyah

Aulia Fauzansyah

Aulia Fauzansyah

Aulia Fauzansyah

Aulia Fauzansyah

Aulia Fauzansyah

Gunawan Wibisono

Gunawan Wibisono

Gunawan Wibisono

Gunawan Wibisono

Gunawan Wibisono

Lavie Daramarezkya

Lavie Daramarezkya

Lavie Daramarezkya

Lavie Daramarezkya

Lavie Daramarezkya

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Michael Kristiantowi

Michael Kristiantowi

Michael Kristiantowi

Michael Kristiantowi

Michael Kristiantowi

Sisiana Pradita

Sisiana Pradita

Sisiana Pradita

Sisiana Pradita

Sisiana Pradita

Wildan Ilham

Wildan Ilham

Wildan Ilham

Wildan Ilham

Wildan Ilham

Photography

Photography

Photography

Photography

Photography

Bernico Christianto

Bernico Christianto

Bernico Christianto

Bernico Christianto

Bernico Christianto

Genny Furqiza

Genny Furqiza

Genny Furqiza

Genny Furqiza

Genny Furqiza

Stephanus Mering

Stephanus Mering

Stephanus Mering

Stephanus Mering

Stephanus Mering

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We design meaningful brand experience.

We design meaningful brand experience.

© 2020Indonesia

© 2020—Indonesia

© 2020Indonesia

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