Plus Minus Times + - x (÷)
Plus Minus Times is a branding and experience design project developed for a specialty coffee concept centred on perception and observation. Rather than defining flavour through predetermined descriptions, the project creates a structured system that encourages customers to build their own sensory understanding first. Identity, packaging, editorial design and tactile tasting tools work together to transform each interaction into a slower, more intentional experience.
- Location
- Greater London
- Project Type
- Branding & Experience Design
- Year
- 2026
- Services
- Graphic Design, Concept Design, Marketing & Branding
Plus Minus Times was conceived as a coffee experience that questions how perception is formed. Rather than presenting flavour as something predefined, the project repositions coffee as a process of observation. Every touchpoint—from identity and typography to tasting tools and printed matter—was designed to slow judgement and encourage personal sensory discovery before external interpretation.
The identity system is built around the tension between structure and intuition. A bold typographic framework represents the objective system, while the handwritten “Minus” disrupts that order, reflecting the subjective nature of perception. This relationship extends across colour, editorial layouts, signage and digital applications, creating a consistent visual language rooted in clarity rather than decoration.
Beyond the visual identity, the project introduced a series of tactile tools that reshape the tasting ritual. The signature bean card conceals professional tasting notes behind a folded structure, encouraging visitors to experience the coffee before reading about it. Once unfolded, the card becomes a personal archive, allowing objective information and subjective memory to coexist within the same object.
