Inspired by the Japanese methodology of food preparation, presentation and standards, the brand owner sought to set itself apart from other neighbourhood confectionaries through curation, service and care. The name 'Koun' means good fortune in Japanese. A soft, almost creamy outlook was introduced to the new identity to give off a wholesome and delicate look of a well-prepared pastry. Paired with a blue hue that gives off a subtle sense of confidence and calm, the identity aims to delight and bring joy to customers with every visit.