Asterisk and Arabica: we decode COOOT Studio’s identity for its self-initiated coffee brand BLO*R

BLO*R, a conceptual coffee brand from COOOT Studio, exemplifies how thoughtful design can transform everyday rituals into sensory journeys. The experimental self-initiated project explores the fusion of natural vitality and Eastern aesthetic principles in contemporary brand design. Driven by the studio’s creative exploration rather than a client brief, BLO*R aims to deliver a vibrant and energetic coffee experience through its line of 100% Arabica beans and drip coffee bags, offered in five distinct flavours. Central to BLO*R’s identity is the asterisk symbol. As Bai Mi, Co-founder & Creative Director at COOOT Studio, explains, “The * symbol is the core visual element of the brand, representing this intersection of nature and vitality. It not only enhances the brand’s recognisability but also conveys a commitment to natural ingredients.” This asterisk informs the entire visual and philosophical framework. The logo design adheres to minimalist principles, emphasising clarity and directness. “We avoided overly complex design techniques and instead adopted a minimalist approach using natural symbolic elements,” explains Mi, ensuring a strong connection to nature and enhanced brand recognition.