Unplug

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Unplug

'26©

Unplug is a decaf coffee brand and late-night café concept built on one idea. Decaf is the second round. A single plug-and-cord mark reshapes itself across every touchpoint.

timeline

2026

scope

Brand

Corporate Comms

Back to projects

Unplug

'26©

Unplug is a decaf coffee brand and late-night café concept built on one idea. Decaf is the second round. A single plug-and-cord mark reshapes itself across every touchpoint.

timeline

2026

scope

Brand

Corporate Comms

Back to projects

Unplug

'26©

Unplug is a decaf coffee brand and late-night café concept built on one idea. Decaf is the second round. A single plug-and-cord mark reshapes itself across every touchpoint.

timeline

2026

scope

Brand

Corporate Comms

A decaf coffee brand and late-night café concept, positioned as the ritual without the trade-off. Self-directed, not a client engagement.

Challenge

Decaf, the consolation prize.

Decaf comes with a built-in apology. It's what people order when they can't have the real thing, and it's positioned as the lesser choice everywhere. Unplug had to refuse that framing. It also had a structural problem. One mark had to run a day café and a late-night bar under one name, shifting tone without splitting into two brands.

Solution

Coffee, minus the noise.

The identity is one modular mark in place of a fixed logo. The plug icon and wordmark stay put. The cord connecting them can be redrawn or rerouted each time it appears. That one moving part lets the system change tone while staying Unplug. It's tight and clean on a coffee bag, loose and atmospheric on a bar menu. The visual world is grunge over wellness, with wood panelling and vintage phone hardware. It sits apart from the clean, virtuous look most decaf brands default to.