The coffee shop is pure white and is named “Danshari” (断捨離) [Japanese language] - meaning decluttering to a happier life. Such a Beautiful concept.

The challenge is to create a logo that simple, minimalist, down to the earth & bold but has to be unique and unlikely to any other coffee shop in local. Client want to build this business so that it can be franchised nationally. So we want to catch customer’s attention through this logo. Whenever other people see this logo, they know where it is come from. It has to be iconic, memorable, but also deliver the meaning of "danshari".

"A logo that's like a mark on a big white canvas." -Koneko (client)

After some research and brain-melting sketching process >,< , I find the conceptual approach and simplicity over "null/empty set" symbol is more than enough to tell the story about the brand.

Client is so supportive, communicative, resourceful, friendly & patient. Really helps the progress of designing this logo. ;)