Get Toastea2023
Get Toastea is a cloud kitchen concept combining toast — specifically egg drop sandwiches — with milk tea. The brand needed to stand apart from competitors already using similar yellow-and-pink palettes, while staying warm, minimalist, and instantly approachable.
Problem
The egg drop sandwich category had a crowded, similar-looking visual landscape: yellow, pink, white, egg imagery. Get Toastea needed a design direction that honored the brand's warmth and product identity without blending into the competition. The client also wanted Korean Hangul logotype, adding a layer of typographic complexity.
Approach
Took inspiration from small Korean minimalist cafes — clean, warm, and human. Icons were kept simple and distinctive to aid recognizability and reduce print production costs. A humanist sensibility ran through both the icon and wordmark, making the brand feel personable without being precious. The palette stayed anchored to egg-drop colors — yellow and white — but in proportions and pairings that felt fresh.
System
The final system includes a full-color icon, horizontal lockups in both monochrome and color, and a Korean Hangul logotype version for bilingual applications. Each element was designed to work for a cloud kitchen's primary touchpoints: delivery packaging, digital menus, and social media.
Outcome
Get Toastea launched with an identity that felt warm and considered — exactly on brief. The Hangul logotype gave the brand a layer of cultural specificity that competitors couldn't copy, and the clean icon system made production and scaling straightforward.
