project
overview

Tojo is a coffee and tea house that positions themselves as a calm, refreshing escape within a fast-paced environment in San Jose. They seek to establish a distinctive brand identity that sets them apart from generic traditional coffee shops. Most competitors rely on dark, earthy tones and rustic aesthetics. Tojo’s branding system is designed to communicate lightness, approachability, and fresh energy through the use of the soft color palette of baby blue, pastel blue, and white.