C22 Coffee

Studio X delivered a café branding and F&B design project for C22 Coffee in China, combining brand identity with customer experience.

C22 Artisan Coffee is a new café concept serving the highest quality coffee and served by elite Baristas. The brand launched in early 2019 in China (Guangzhou, Shanghai, Hangzhou) and with a plan to open around 30 branches.

We created a brand identity for this new brand, with our scope covering a comprehensive suite of both corporate collateral such as stationary as well as retail collateral which included staff uniforms, signage and product packaging. Our approach to café environments focuses on how brand narrative, lighting, and layout come together to shape customer loyalty.

C22 Coffee’s branding project balanced visual identity with sensory detail. From signage to interiors, each touchpoint reinforced the narrative of storytelling through coffee. The design created consistency across customer interactions, ensuring the brand could grow while retaining authenticity. The project illustrates how design can be both scalable and human, embedding the brand’s values into every detail while keeping the experience welcoming, intuitive, and strongly differentiated from competitors.

The project illustrates how even compact hospitality venues can benefit from a strategic design approach. Signage was considered alongside materials and branding, helping create a coherent identity that communicates craft, warmth, and accessibility while strengthening customer trust and loyalty.