Coze
BRAND IDENTITY, PACKAGING, PRINT, EXPERIENTIAL DESIGN, HAND LETTERING
SCAD Project
Objective: Respond to the attention economy.
Audience: People craving more presence in everyday life.
Strategy & Concept
A brand about presence can't win by competing for attention. It has to be built out of things people keep, not things they scroll past.
The system is made of objects and places, most of them produced by hand. Comfort boxes, a hand-bound lifestyle book that opens from either side, merch, and a mural hand-lettered with "For the Light Kind of Life." The pop-up cafe is where the idea gets tested: guests trade their phones for a seat at the table. The social campaign collects moments people were already having.
The Coze Life: For the Light Kind of Life
A set of ten gentle suggestions for living with more intention, presence, and warmth, expressed as a tactile, hand bound book designed to be revisited, not just read once. The book can be opened from either side and read as a count up or count down, reinforcing the idea that intentional living has no single starting point and can belong to anyone, anywhere in the world.
Coze Comforts
These boxes explore how small treats can prompt slower, more present moments. Caramels were chosen intentionally for their slow melt and rich flavor, encouraging people to pause instead of rush. The format leaves room for the system to expand into other comforting objects and seasonal offerings.
Pop Up Cafe
These mockups imagine a Coze pop up cafe where guests exchange their phones for a seat at the table, encouraging slower moments and shared conversation within a fully analog environment of printed menus, paper receipts, and tactile signage.
At check-in, guests place their phones in linen pouches that rest in a small woven hammock. Each pouch is tied with a hand-marked tag bearing the guest's name, a quiet analog claim ticket. Phrases stitched into the fabric (the world can wait, slow down, stay awhile, no rush, you're here now) reinforce the cafe's posture: slow down, settle in.
These mockups are AI-generated proof of concept. Coze in production would be made by hand, by makers, the way the brand intends.
Wall Mural
The mural brings the Coze philosophy into a shared space, allowing the message to live beyond objects and into everyday environments people move through.
#ThatsSoCoze Campaign
A participatory campaign designed to spread the Coze mindset through everyday moments. The hashtag invites people to notice and share small acts of presence, warmth, and connection in their own lives, while the accompanying video offers a personal example of how the mindset can show up in everyday life.
Merchandise
A set of everyday items designed to carry the Coze mindset into daily routines. Select pieces were produced physically using fabric dye and vinyl applications to test how the brand lives beyond mockups.
