WORLD COFFEE BEANS FESTIVAL & WORLD COFFEE COMPETITION
Creative Direction, Branding, & Photography / 2023–Present
As the design lead for Korea’s inaugural World Coffee Beans Festival (WCBF) and its companion World Coffee Competition (WCC), I led the visual strategy, branding, and design execution for both events. Collaborating with the Coffee Critics Association team and Nowon-gu, Korea, I managed cross-cultural coordination in Korean and English, and created the brand identity reflecting both global coffee traditions and local engagement. My work unified multiple event touchpoints, including digital and print assets and environmental graphics, into a cohesive, immersive experience that elevated the festival’s presence and positioned the competition as a flagship platform for global coffee craftsmanship.
wORLD COFFEE BEANS FESTIVAL (WCBF)
Held on October 7–8 at Eungye Lake Park in Siheung, Gyeonggi Province, the festival was Korea’s first large-scale celebration of global coffee culture. I led the creative direction and designed a cohesive brand identity that captured the journey and essence of the coffee bean.
The branding reflected the festival’s multicultural focus, showcasing coffee traditions from Cameroon, Kenya, Costa Rica, Papua New Guinea, Guatemala, Ethiopia, Myanmar, Laos, and the Philippines. Through integrated print, digital, and environmental graphics, the festival drew over 10,000 visitors and received widespread media coverage, establishing it as a landmark event in Korea’s coffee scene.
wORLD COFFEE COMPETITION (WCC)
As part of the festival, the World Coffee Competition featured seven categories, including the K-Coffee Award, Coffee Quiz, Coffee Jitgi (“brewing” in Korean), Coffee Roasting, Coffee Tasting, Barista, and Latte Art. I led the full design strategy, creating the competition’s primary logo, category emblems, social media graphics, and award certificates. Each element reinforced the brand and unified the festival’s diverse experiences under a consistent visual language.
The competition became a key engagement driver for the festival and continues to be featured at other coffee events. Ambassadors from multiple countries participate each year, presenting awards and celebrating global coffee craftsmanship through the brand I developed.
wORLD COFFEE COMPETITION (WCC)
As part of the festival, the World Coffee Competition featured seven categories, including the K-Coffee Award, Coffee Quiz, Coffee Jitgi (“brewing” in Korean), Coffee Roasting, Coffee Tasting, Barista, and Latte Art. I led the full design strategy, creating the competition’s primary logo, category emblems, social media graphics, and award certificates. Each element reinforced the brand and unified the festival’s diverse experiences under a consistent visual language.
The competition became a key engagement driver for the festival and continues to be featured at other coffee events. Ambassadors from multiple countries participate each year, presenting awards and celebrating global coffee craftsmanship through the brand I developed.
