Gup Shup Coffee
YEAR
2025
ROLE
Brand Identity Designer & Strategist
SERVICES
Brand Strategist
Logo Designer
Visual Identity Designer
Brand Voice Developer
Art Director
About the project
Overview
Gup Shup Coffee is a new chain of coffee shops based in Hyderabad. Our name, "Gup Shup," means "chit-chat" or "casual conversation." That's our entire philosophy. We're not just selling coffee; we're creating a warm, welcoming "third place" away from home and work where people can connect, relax, and engage in meaningful conversations. We aim to blend the quality and craft of specialty coffee with the comforting, unpretentious atmosphere of a classic Indian.
Mission
To turn every coffee break into a moment of genuine human connection.
Vision
To become the go-to spot in every neighborhood for great coffee and even greater conversations, fighting the trend of urban loneliness one cup at a time.
Solution
The solution was to create a brand that offers the best of both worlds: the professional quality you can trust and the warm, community vibe you love. Every part of the design, from the playful logo to the tagline "Brewing Conversations," was built to establish Gup Shup Coffee as Hyderabad's go-to social hub for connection.
Research
To position Gup Shup Coffee for success, I started with a competitive analysis of the Hyderabad coffee scene. My research focused on three key archetypes:
The global giants (like Starbucks) that offer reliable consistency but lack a local, authentic soul.
The national specialists (like Blue Tokai) celebrated for their coffee craft, which can sometimes feel intimidating to casual customers.
The charming local cafes that are rich in community vibe but often struggle with brand consistency and quality.
This analysis revealed a clear and exciting opportunity: a space for a brand that could combine the authentic soul of a local cafe with the professional consistency of a national chain, all while being unapologetically fun and social.
Concept & Sketching
My research showed that a mascot was the perfect way to give the brand a friendly face. My core concept was to bring the letter 'U' from 'Gup Shup' to life, creating a welcoming character that represents 'You,' the customer, placing you at the center of the brand's story.
Final Logo
The final logo for Gup Shup Coffee is a complete visual system designed to be as friendly and full of life as the brand itself. It’s built on two core components that work together to tell the brand's story.
1. The Wordmark: The Sound of Conversation
The foundation is the custom, bold, and rounded wordmark. The soft edges feel energetic and incredibly welcoming, immediately setting a friendly tone. But the real magic is hidden in the details: the unique negative spaces and gaps within the letters are designed to visually represent the comfortable, ambient murmur of the cafe. They mimic the natural highs and lows of people chatting and connecting, creating a logo that literally visualizes the sound of "gup shup."
2. The Mascot: A Friendly Face for 'You'
Building on our "mascot-first" concept, we polished the "U" character into a friendly and charming brand mark. This character isn't just a cute illustration; it's the soul of the brand, representing "You," the customer. It's a constant, happy reminder that you are at the heart of every conversation and every cup of coffee.
Together, the unique wordmark and the friendly mascot create a flexible and memorable identity. It’s a brand that feels authentically Hyderabadi, unapologetically social, and completely ready to become the city's favourite spot for brewing conversations
Smooth Scroll
This will hide itself!
This will hide itself!
Gup Shup Coffee
YEAR
2025
ROLE
Brand Identity Designer & Strategist
SERVICES
Brand Strategist
Logo Designer
Visual Identity Designer
Brand Voice Developer
Art Director
About the project
Overview
Gup Shup Coffee is a new chain of coffee shops based in Hyderabad. Our name, "Gup Shup," means "chit-chat" or "casual conversation." That's our entire philosophy. We're not just selling coffee; we're creating a warm, welcoming "third place" away from home and work where people can connect, relax, and engage in meaningful conversations. We aim to blend the quality and craft of specialty coffee with the comforting, unpretentious atmosphere of a classic Indian.
Mission
To turn every coffee break into a moment of genuine human connection.
Vision
To become the go-to spot in every neighborhood for great coffee and even greater conversations, fighting the trend of urban loneliness one cup at a time.
Solution
The solution was to create a brand that offers the best of both worlds: the professional quality you can trust and the warm, community vibe you love. Every part of the design, from the playful logo to the tagline "Brewing Conversations," was built to establish Gup Shup Coffee as Hyderabad's go-to social hub for connection.
Research
To position Gup Shup Coffee for success, I started with a competitive analysis of the Hyderabad coffee scene. My research focused on three key archetypes:
The global giants (like Starbucks) that offer reliable consistency but lack a local, authentic soul.
The national specialists (like Blue Tokai) celebrated for their coffee craft, which can sometimes feel intimidating to casual customers.
The charming local cafes that are rich in community vibe but often struggle with brand consistency and quality.
This analysis revealed a clear and exciting opportunity: a space for a brand that could combine the authentic soul of a local cafe with the professional consistency of a national chain, all while being unapologetically fun and social.
Concept & Sketching
My research showed that a mascot was the perfect way to give the brand a friendly face. My core concept was to bring the letter 'U' from 'Gup Shup' to life, creating a welcoming character that represents 'You,' the customer, placing you at the center of the brand's story.
Final Logo
The final logo for Gup Shup Coffee is a complete visual system designed to be as friendly and full of life as the brand itself. It’s built on two core components that work together to tell the brand's story.
1. The Wordmark: The Sound of Conversation
The foundation is the custom, bold, and rounded wordmark. The soft edges feel energetic and incredibly welcoming, immediately setting a friendly tone. But the real magic is hidden in the details: the unique negative spaces and gaps within the letters are designed to visually represent the comfortable, ambient murmur of the cafe. They mimic the natural highs and lows of people chatting and connecting, creating a logo that literally visualizes the sound of "gup shup."
2. The Mascot: A Friendly Face for 'You'
Building on our "mascot-first" concept, we polished the "U" character into a friendly and charming brand mark. This character isn't just a cute illustration; it's the soul of the brand, representing "You," the customer. It's a constant, happy reminder that you are at the heart of every conversation and every cup of coffee.
Together, the unique wordmark and the friendly mascot create a flexible and memorable identity. It’s a brand that feels authentically Hyderabadi, unapologetically social, and completely ready to become the city's favourite spot for brewing conversations
Smooth Scroll
This will hide itself!
This will hide itself!
Gup Shup Coffee
YEAR
2025
ROLE
Brand Identity Designer & Strategist
SERVICES
Brand Strategist
Logo Designer
Visual Identity Designer
Brand Voice Developer
Art Director
About the project
Overview
Gup Shup Coffee is a new chain of coffee shops based in Hyderabad. Our name, "Gup Shup," means "chit-chat" or "casual conversation." That's our entire philosophy. We're not just selling coffee; we're creating a warm, welcoming "third place" away from home and work where people can connect, relax, and engage in meaningful conversations. We aim to blend the quality and craft of specialty coffee with the comforting, unpretentious atmosphere of a classic Indian.
Mission
To turn every coffee break into a moment of genuine human connection.
Vision
To become the go-to spot in every neighborhood for great coffee and even greater conversations, fighting the trend of urban loneliness one cup at a time.
Solution
The solution was to create a brand that offers the best of both worlds: the professional quality you can trust and the warm, community vibe you love. Every part of the design, from the playful logo to the tagline "Brewing Conversations," was built to establish Gup Shup Coffee as Hyderabad's go-to social hub for connection.
Research
To position Gup Shup Coffee for success, I started with a competitive analysis of the Hyderabad coffee scene. My research focused on three key archetypes:
The global giants (like Starbucks) that offer reliable consistency but lack a local, authentic soul.
The national specialists (like Blue Tokai) celebrated for their coffee craft, which can sometimes feel intimidating to casual customers.
The charming local cafes that are rich in community vibe but often struggle with brand consistency and quality.
This analysis revealed a clear and exciting opportunity: a space for a brand that could combine the authentic soul of a local cafe with the professional consistency of a national chain, all while being unapologetically fun and social.
Concept & Sketching
My research showed that a mascot was the perfect way to give the brand a friendly face. My core concept was to bring the letter 'U' from 'Gup Shup' to life, creating a welcoming character that represents 'You,' the customer, placing you at the center of the brand's story.
Final Logo
The final logo for Gup Shup Coffee is a complete visual system designed to be as friendly and full of life as the brand itself. It’s built on two core components that work together to tell the brand's story.
1. The Wordmark: The Sound of Conversation
The foundation is the custom, bold, and rounded wordmark. The soft edges feel energetic and incredibly welcoming, immediately setting a friendly tone. But the real magic is hidden in the details: the unique negative spaces and gaps within the letters are designed to visually represent the comfortable, ambient murmur of the cafe. They mimic the natural highs and lows of people chatting and connecting, creating a logo that literally visualizes the sound of "gup shup."
2. The Mascot: A Friendly Face for 'You'
Building on our "mascot-first" concept, we polished the "U" character into a friendly and charming brand mark. This character isn't just a cute illustration; it's the soul of the brand, representing "You," the customer. It's a constant, happy reminder that you are at the heart of every conversation and every cup of coffee.
Together, the unique wordmark and the friendly mascot create a flexible and memorable identity. It’s a brand that feels authentically Hyderabadi, unapologetically social, and completely ready to become the city's favourite spot for brewing conversations
Smooth Scroll
This will hide itself!
This will hide itself!