Toko Kopi Abah
Categories
Branding, Activation
Services
Branding Art & Design Direction Motion Social Media Management Enviromental Graphic Design
Year
2023 - Current
Toko Kopi Abah is a humble café that has grown into one of Malang, Indonesia’s favorite spots to enjoy a good cup of coffee. Starting from a small kiosk in a traditional market, it has expanded into three corners of the city, each carrying its own character and rhythm.
The first, inside Pasar Klojen, captures the raw energy of daily market life. The second, on Karya Timur Street, sits beside the railway, where the rumble of passing trains becomes part of the experience. The third, along Kawi Street, brings a touch of urban attitude while staying true to the same straightforward spirit that has defined the brand since the beginning.
Toko Kopi Abah is a humble café that has grown into one of Malang, Indonesia’s favorite spots to enjoy a good cup of coffee. Starting from a small kiosk in a traditional market, it has expanded into three corners of the city, each carrying its own character and rhythm.
The first, inside Pasar Klojen, captures the raw energy of daily market life. The second, on Karya Timur Street, sits beside the railway, where the rumble of passing trains becomes part of the experience. The third, along Kawi Street, brings a touch of urban attitude while staying true to the same straightforward spirit that has defined the brand since the beginning.
In this project, we explored how far branding could evolve for a local coffee shop that many might easily overlook, especially one rooted in the traditional market scene. The bold red color became the foundation of the visual identity, supported by a design language that feels both unique and familiar.
We drew inspiration from the Ottoman Empire, reflecting the spirit of Turkish coffee, one of the brand’s most popular offerings. The connection feels natural, as Indonesia’s strong Muslim heritage shares a historical and cultural link to that visual world. The result is a brand that stays grounded in its grassroots charm while standing out with confidence, carrying a personality that is distinctly its own.
In this project, we explored how far branding could evolve for a local coffee shop that many might easily overlook, especially one rooted in the traditional market scene. The bold red color became the foundation of the visual identity, supported by a design language that feels both unique and familiar.
We drew inspiration from the Ottoman Empire, reflecting the spirit of Turkish coffee, one of the brand’s most popular offerings. The connection feels natural, as Indonesia’s strong Muslim heritage shares a historical and cultural link to that visual world. The result is a brand that stays grounded in its grassroots charm while standing out with confidence, carrying a personality that is distinctly its own.
Humble Father figure to Bold Ottoman Empire
For us, brand identity is what keeps a brand alive in people’s minds. Toko Kopi Abah has gone through two key transformations. The first identity was born in Pasar Klojen, where Abah was portrayed as a humble father figure that matched the warmth and honesty of a traditional market. But as the second branch opened near the railway, that image no longer felt relevant to its new setting.
We looked deeper and found inspiration in Turkish Coffee, one of its most popular menu items. The richness of its flavor and the story of the Ottoman Empire became the foundation of a bolder, more confident identity. This evolution led to the tagline Taste of Tradition, which continues to represent the brand’s character across all its locations today.
Humble Father figure to Bold Ottoman Empire
For us, brand identity is what keeps a brand alive in people’s minds. Toko Kopi Abah has gone through two key transformations. The first identity was born in Pasar Klojen, where Abah was portrayed as a humble father figure that matched the warmth and honesty of a traditional market. But as the second branch opened near the railway, that image no longer felt relevant to its new setting.
We looked deeper and found inspiration in Turkish Coffee, one of its most popular menu items. The richness of its flavor and the story of the Ottoman Empire became the foundation of a bolder, more confident identity. This evolution led to the tagline Taste of Tradition, which continues to represent the brand’s character across all its locations today.
