Marc-André Leclerc Inspired Design:The Pursuit Beyond Limits
MAL COFFEE BAR visualizes challenge through vast desert dunes. Inspired by climber Leclerc, the brand blends narrative and form into one coherent identity.
Task
We began by exploring the personal story of Marc-André Leclerc and his solitary climbing philosophy. This led to the conceptualization of “challenge” as vast, shifting desert dunes—a metaphor for personal growth through adversity. We translated this narrative into the brand’s identity, covering everything from packaging to interior design. The product photography and spatial design emphasize verticality, light, and rhythm—turning the café into a space of emotional resonance and narrative clarity.
MAL COFFEE BAR’s brand identity was shaped by the spirit of Marc-André Leclerc, a climber known for his fearless solo ascents and inner drive for challenge. Rather than focusing on coffee alone, we built the brand around the emotional narrative of pursuit and perseverance.
The concept of “challenge” was visualized through vast desert dunes—formed by nature, ever-shifting, and monumental. This metaphor became the foundation of the visual identity, influencing not only branding but also interior design, packaging, and photography. The café’s vertical architecture, the interplay of rising and setting light, and the restrained compositions all echo the brand’s core narrative.
MAL COFFEE BAR is not just a place. it is a persona. When design and story become inseparable, the result is a visual identity that feels both intentional and meaningful.
MAL COFFEE BAR의 브랜드 아이덴티티는 등반가 Marc-André Leclerc의 도전정신에서 출발했다. 끊임없이 한계를 넘어선 그의 서사는, 브랜드에 ‘도전’이라는 주제를 심는 계기가 되었다. 우리는 그 개념을 깊이 탐구하며, 도전의 형상을 거대하고 변화무쌍한 사막의 모래언덕으로 시각화했다.
이러한 내러티브는 브랜드 로고, 패키지 디자인, 인테리어, 제품 사진까지 전방위적으로 확장되었다. 수직 구조와 빛의 방향성, 여백과 구조의 대비 등은 도전의 리듬과 감정의 파고를 공간적으로 구현한다.
MAL COFFEE BAR는 단순한 카페를 넘어, 자신만의 세계관과 페르소나를 지닌 브랜드 공간으로 완성되었다. 디자인이 서사와 분리되지 않을 때, 브랜드는 진정성을 획득하고, 시각 언어는 이야기가 된다.
