Routine Coffee

Creative Director | Marketing Director

Routine Coffee is a Seoul-based coffee brand built around the active and forward-thinking lifestyle. In a market where budget coffee had grown fast but forgotten the person drinking it, Routine Coffee was built to offer the same accessibility at a completely different level of intention. The idea was simple: cheap shouldn't mean compromise.

As the creative and marketing director, I oversee the full brand experience across every touchpoint. From the visual identity and spatial design to content strategy, campaign direction, and the brand deck that frames Routine Coffee's story to investors and franchise partners. The work spans photography art direction, social content, in-store experience, and the ongoing creative system that keeps the brand coherent as it grows.

Routine Coffee currently operates at Korea University and U-Click, with a franchise and product rollout planned through 2026 and beyond. The goal is to become the daily ritual of a generation that shows up for themselves every single day.