Oi! Coffee & Bakery was a project born from the idea of creating a space that feels both familiar and refreshing, a café where people can take a moment for themselves, whether it’s before class, after work, or just a pause in their day. In a market filled with generic, one-size-fits-all cafés, there’s often a lack of connection between brand, space, and community. Many fail to offer a meaningful experience or reflect the local culture they exist within. 
The name "Oi" was inspired by a common yet expressive word heard frequently in Scandinavian countries. I wanted to bring that same energy into the café experience: each sip of coffee, each bite of a pastry should feel like a little delightful surprise moment. The name is short, memorable, and phonetically playful, making it an easy and natural choice for a brand that wants to feel approachable and dynamic. Oi! Coffee & Bakery responds by embedding its identity within the cultural and environmental fabric of Bergen. Inspired by the city’s coastal landscape, rainy climate, and youthful energy, the brand leverages place-based design to create a café experience that feels both grounded and refreshing. From a visual system influenced by Bergen’s rich blue tones to a menu shaped by local, seasonal ingredients, every touchpoint reflects a commitment to authenticity, sustainability, and emotional connection. Oi! transforms the act of grabbing coffee into a designed experience, one that mirrors the rhythm and character of Bergen itself.​​​​​​​ A major part of the visual identity was ensuring that the packaging didn’t just rely on the logo. I introduced a set of simple, playful illustrations representing different menu items, this allowed the packaging to feel fresh and dynamic while reinforcing brand recognition in a more engaging way. This also speaks directly to the target audience: young adults (between 18 to 25) who appreciate brands with personality and a bit of fun. The design system is flexible, allowing for easy adaptation across different touchpoints, from coffee cups to takeaway bags.