Strategy & Concept
Coze was developed as a response to the constant digital noise that pulls people away from the present moment. Rather than designing another product competing for attention, I explored how a brand could function as a lifestyle ecosystem that encourages people to slow down, reconnect, and build more intentional daily rituals. The system takes shape through comfort boxes, a lifestyle book, merch, a mural, and a pop up cafe concept where visitors exchange their phones for a seat at the table, alongside a simple social campaign built around the hashtag #ThatsSoCoze. Together, these elements carry the mindset into everyday life and allow it to spread through shared moments. The result is a brand world that frames intentional living and presence not as something you buy into, but something you actively practice.
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.
A Shared Message
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.
