Queer Beans – Visual Identity Development, 2nd Semester (2024)
by Katharina Fisch, Agnes Wallner, Nicola Toth, Mascha Lebedew
Queer Beans is a conceptual café imagined as a safe and inclusive space for the queer community in Munich. The idea was to create more than a place for high-quality coffee. It was about designing a space that stands for visibility, belonging and empowerment. Within the project we developed a complete visual identity that unites design, attitude and the spirit of community.
At the heart of the brand is the mascot QUEAN, a playful blend of “Queer,” “Bean,” and a subtle reference to “Queen.” QUEAN embodies the identity of the café with charm, wit and self-confidence. The visual world is carried by a bold and expressive color palette including Rainbow Red, Prideful Pink and Espresso Brown, which together communicate warmth, energy and diversity. Typography reinforces this character: Brice Black delivers strength and impact for headlines, while Euclid brings clarity and modernity to body text.
The identity was applied across a wide range of media. We created business cards, stationery, website mockups, posters and a distinctive coffee bean pattern. The brand extended further into lifestyle objects such as beanies, socks, mugs and tote bags, and even found its way onto a branded delivery bike with a custom backpack. Every touchpoint was designed to communicate the values of openness, creativity and queer visibility, making Queer Beans feel like a living, breathing place of diversity.
In essence, the brand identity combines playfulness with confidence, design with community, and individuality with collective spirit. Queer Beans is more than a café concept. It is a visible statement for acceptance, self-determination and solidarity, a reminder that spaces can be created where identity, creativity and belonging meet.
