Coffee with a purpose

Brand Identity project

Concept Overview:

Signature idea:

Logo & Headlines

Brand Designer and Illustrator

Caro is more than coffee—it’s a mindset rooted in quality and purpose. A purpose that brings history to life in every cup, honoring identity, heritage, and craft.

All designs and stories are inspired by the great Shahnameh, the timeless epic by Ferdowsi—drawing from its legacy of heroes, honor, and identity to shape every detail of Caro.

Caro exists to spark conversations—about who we are, where we come from, and the stories we carry forward.

From the first aroma to the last sip, each experience invites you to pause, to connect, and to reflect. Not just on the coffee itself, but on the stories we carry — who we are, where we come from, and what we choose to become.Because coffee isn’t just something you drink.

Every Cup Has a Story

Defined, intentional forms that carry presence. Every word should feel structured, confident, and unmistakable.

Arman Ojani

2021

ONE COFFEE,

ONE STORY

GOOD COFFEE,

GOOD MOOD

Freshly

Roasted

Roasted with passion,

Brewed with love