BREAKFAST CLUB
07/23 – 08/23
OVERVIEW
Breakfast (早 zao 餐 can) Club came to a rolling boil this summer as I spent my evenings cooking in my first apartment kitchen.
Cooking, baking, and brewing coffee for my friends brings me immense joy, and developing a project that married these three things together developed into one of the most joyful side projects I have ever done.
The purpose of this breakfast popup project was to cook for my friends through the lens of my cultures, create a sense of community for my friends living in New Haven over the summer, and practice developing a brand identity.
Cooking, baking, and brewing coffee for my friends brings me immense joy, and developing a project that married these three things together developed into one of the most joyful side projects I have ever done.
The purpose of this breakfast popup project was to cook for my friends through the lens of my cultures, create a sense of community for my friends living in New Haven over the summer, and practice developing a brand identity.
THE PURPOSE OF BREAKFAST
Although most things differ between Taiwan and Texas, two places I call home, what holds true about both corners of the world is their commitment to breakfast. Growing up, I spent summers in my parents’ hometowns in Taiwan. With 60 cents in hand, I wandered to new breakfast stands every morning. My mouth still drools when I reminisce about 7-Eleven tea eggs, milk toast, and iced milk tea found at nearly every street corner in Taiwan.
In my hometown of Dallas I explored coffee shops and diners on weekends, ranking lattes and homefries with my childhood friends.
CHALLENGES & INSPIRATION
There are many symbols that represent Taiwan, Texas, and breakfast, but not leaning on any of these, while still speaking to all three became my biggest challenge.
I looked at the websites and product branding of neighborhood coffeeshops, breakfast food brands, and recipe photos to understand why I felt certain ways when viewing and/or consuming each entity. This reflection, coupled with the development of a Taiwanese-Texan fusion breakfast menu, led me towards many different logo options.
I looked at the websites and product branding of neighborhood coffeeshops, breakfast food brands, and recipe photos to understand why I felt certain ways when viewing and/or consuming each entity. This reflection, coupled with the development of a Taiwanese-Texan fusion breakfast menu, led me towards many different logo options.
THE MILK CARTON
I became fixated on the humble milk carton. The vessel of anything from Ovaltine and Trumoo, to slightly icy apple juice and crisp oolong tea, the milk carton holds all of my favorite beverages, while exuding a sense of playfulness.
The Breakfast Club milk carton has a “b” on it, where the circle is a rising sun and the straight line is a piece of colored plastic tape oftentimes found on to-go breakfast orders in Taiwan. On the top plane of the carton, lines representing the rolling mountains of Alishan intersect with the rock mounds of countryside Texas.
For the popup, I made a logo, advertisement posters, and stickers.
The Breakfast Club milk carton has a “b” on it, where the circle is a rising sun and the straight line is a piece of colored plastic tape oftentimes found on to-go breakfast orders in Taiwan. On the top plane of the carton, lines representing the rolling mountains of Alishan intersect with the rock mounds of countryside Texas.
For the popup, I made a logo, advertisement posters, and stickers.
THE POPUP!
Drawing friends from all corners of New Haven, the Breakfast Club popup was a success!
“It smells just like my home!” said a friend when smelling fresh baked cinammon rolls, star anise, and carmelized scallions
“Can I have another taco??” said many friends after their first, second, and third tacos of the morning
“It smells just like my home!” said a friend when smelling fresh baked cinammon rolls, star anise, and carmelized scallions
“Can I have another taco??” said many friends after their first, second, and third tacos of the morning
REFLECTIONS
With more time, or future iterations of Breakfast Club, I want to clean up the logo and advertisement posters, creating a stronger balance between hand-drawn and graphic design. I also would like to push the font in different directions. I stuck with a sans-serif font not out of intentional selection, but because I knew little about fonts.
I look forward to hosting another Breakfast Club popup for my friends before I graduate!
Made with Photoshop, Figma, and love <3
I look forward to hosting another Breakfast Club popup for my friends before I graduate!
Made with Photoshop, Figma, and love <3