OCD
Coffee
From Cafe to Community: Building a Scalable Identity.
OCD Culture began as a beloved café in Ahmedabad, evolving into a cultural hub known for its warmth and authentic hospitality. It was a community space where regulars gathered and formed genuine connections. As the brand prepared to expand, the goal was to translate this unique, community-centric ethos into a scalable identity. The Challenge The Indian coffee market is highly fragmented, with either roasters focused on craft or large chains emphasizing scale, but few successfully bridging both. Our research showed that OCD Culture's key strength was its community—a sense of social connection and belonging that was deeply tied to the founder's charisma. The central challenge was to codify this intangible warmth and intimacy into a visual system that could be replicated without losing its core authenticity.
Year
2025
Team
Monish Jhaveri Aseem Bhavsar
The Strategy We positioned OCD Culture as India's Community Coffee Curator, a brand that carefully cultivates a sense of belonging. The strategy was built on three core pillars: obsessive craftsmanship balanced with approachability, community as an extended family, and a playful, educational approach to coffee. Our solution was to create a visual identity that felt like a "second home," contrasting the external world with a sense of refuge and warmth.
The Final Output The final visual identity is expressed through a style of playful surrealism. We created a distinct visual language where everyday coffee vessels are reimagined as oversized totems and exaggerated architectural elements. Arms and hands curve in unexpected ways to pour a cup, making the brand feel both familiar and delightfully unconventional. This minimal yet dramatic composition uses distortion, proportion, and spatial layering to communicate warmth and intimacy. The result is a system that reinforces OCD Culture's position as more than a café—it’s a curated cultural space where coffee and community come together.
