TO:ME Cafe
Building a brand from the heart
CREATIVE DIRECTION
CONTENT STRATEGY
COMMUNITY BUILDING
BRAND DEVELOPMENT
SOCIAL MEDIA
Beginning
TO:ME started with a person, not a document. My girlfriend had spent years in the food industry, carried a clear sense of what she wanted people to feel, and had a concept rooted in something specific — matcha, mindful hospitality, and the quiet gestures of care she'd watched passed down through her family. What she didn't have was anything visual. No logo, no color system, no language for it yet. That's where I came in.
Brand
The identity had to hold a specific feeling without being precious about it. The color palette was named after flavors — Matcha, Taro, Yuzu, Hojicha — grounding the visual system in the same cultural references the drinks came from rather than abstract design language. The logotype was built to feel warm and handwritten without tipping into casual. The full system was designed to scale: consistent enough to be recognizable on a cup, flexible enough to grow into a permanent space.
The social presence was built as an extension of the brand, not a marketing channel — seasonal drinks framed as small rituals, community moments given the same visual treatment as product shots. I led creative direction across 10+ pop-up events, bringing the identity into physical space through signage, packaging, layout, and atmosphere.
Next
TO:ME built a real following across its pop-up run — not through volume, but through consistency. The community that showed up did so because the brand gave them something to connect with. A permanent location is the next chapter.
ROLE
CREATIVE DIRECTOR
TOOLS
FIGMA
ADOBE CREATIVE CLOUD
CLAUDE
CHATGPT