Kedai Sugih – Eatery Shop Visual Branding

Project description

Kedai Sugih is a cozy eatery in Kotagede, Yogyakarta. The name “Sugih” means “rich” in Javanese, and also refers to the owner's beloved chubby cat — which inspired the brand’s mascot. With the tagline “Sugih lan wareg sumber bahagia” (rich and full, the source of happiness), the visual identity aims to reflect warmth, simplicity, and satisfaction. I illustrated a relaxed, well-fed cat to capture the joyful and peaceful vibe the shop brings to its customers. The cat's lazy pose represents fullness and comfort — just like how you feel after a hearty meal. The branding includes multiple mascot logo variations for signage, packaging, cups, totes, and merch. All visuals stay consistent while being flexible across media. Clean bold typography paired with a handwritten slogan adds a friendly, local charm to the overall design. This project combines storytelling, culture, and character — turning one happy cat into a symbol of everyday happiness.