Barista Rules
Packaging Design
The project redefined the identity of Maeil Baristar with the introduction of the new name, Barista Rules, strengthening its distinction in international markets while preserving the brand equity of the original identity.
The wordmark was redesigned to accommodate the longer name within the proportions of the cup, resulting in a bolder, more cohesive typographic system. Letterforms were refined with consistent weight and accented by subtle slab serif details, reinforcing the brand's confident and premium character while maintaining familiarity.
The packaging was refreshed alongside the new identity. Handwritten graphic elements were removed to improve legibility, and black lids were introduced across the range to create a more unified and recognizable product family while allowing individual flavor colors to remain the primary point of distinction.
MAEIL
Saint East Lab, CLAY
2015