ARTISAN Brand Identity is a self-initiated rebranding project developed from an existing café brand called ARTISAN. Rather than simply refreshing the original identity, the project reinterprets the brand through a new visual direction centered on craftsmanship, warmth, and a refined bakery and pâtisserie experience. The rebranding process included the development of original logo variations, typography pairings, and a new color system featuring green, brown, gold, and sand tones. I also introduced TOUCHE D’ARTISAN, meaning “the touch of an artisan,” as a supporting brand expression to strengthen the concept of handcrafted quality and give the identity greater flexibility across different applications. The new visual system was applied across storefront signage, coffee cup sleeves, takeout bags, packaging, and other customer-facing materials. Each application was designed to test how the identity could remain recognizable and cohesive across different formats while maintaining a premium yet approachable character. The project was further extended into interior and wall applications, using typography, brand messaging, and minimal graphic elements to create a more complete physical brand environment. Together, the project demonstrates the development of a rebranding concept from visual identity creation through real-world brand applications.