A logo design and brand identity created for FILTER SUPPLY, a coffee shop based in Fukuoka, Japan.

The design aims to balance a welcoming, approachable character that blends naturally into everyday life with a contemporary and refined aesthetic. The goal was to create a visual identity that feels simple yet distinctive, reflecting the brand’s individuality.

A migratory bird was chosen as the central motif, symbolising freedom and a sense of effortless movement. Rather than relying on conventional coffee-related imagery such as coffee beans or cups, the design focuses on creating a unique and memorable identity for the brand.

Instead of depicting the bird realistically, its form was reinterpreted as a minimalist symbol through flowing curves reminiscent of wings and carefully considered negative space. Unnecessary details were removed to create a clean yet recognisable silhouette, with proportions refined to ensure the logo remains visually effective in monochrome and at smaller sizes.

Beyond the logo itself, the brand identity was developed with applications such as shop cards, packaging and signage in mind. A restrained colour palette and thoughtful use of negative space create a cohesive visual language across different touchpoints.

The result is a design that goes beyond the logo alone, ensuring that FILTER SUPPLY’s distinctive character is communicated consistently throughout the entire brand experience.