Sesoca Coffee and Eatery

Transforming Comfort Through Modern Chinese Courtyard Design

Discipline Branding, Visual Identity, Spatial Design
Team
Project Manager: Thomy Afif, Art Director: Gama Ramadhan, Graphic Designer: Gusti Fakhri Photographer: Rizky Mula Architect: Qaeji
Year
2023

Brand Overview

Originally founded as Umeko in June 2020, Sesoca emerged as a rebrand to meet the evolving needs of its customers and overcome challenges in identity, comfort, and spatial limitations. Drawing inspiration from the traditional Chinese Siheyuan courtyard architecture, Sesoca offers a tranquil, private, and comfortable environment for visitors. The rebranding reflects the desire to create a unique space that balances modernity with tradition—an contemporer one where customers can feel at ease while engaging in various activities.

Sesoca Coffee and Eatery

Branding & Visual Identity

Logo Exploration

The rebranding process for Sesoca involved extensive exploration to rediscover its identity and find a symbol that could effectively represent its new vision. The chosen concept, “Hexagonal Diamond”, symbolizes the strength, clarity, and refinement that Sesoca aims to bring to its brand. The logo underwent multiple iterations to achieve the most ideal form, embodying the sense of tranquility and comfort that Sesoca offers.

Meaning of Logo

The Hexagonal Diamond represents Sesoca’s goal of creating a space where comfort and privacy are central. Like a diamond, Sesoca aims to shine as a unique space in the coffee industry, providing visitors with a serene and private environment to relax and engage in their activities.

Construction of Logo

The minimalist and geometric design of the hexagonal diamond is symmetrical, aligning with the architectural inspiration from Siheyuan, and represents balance, stability, and a sense of security.