BrewtopiaOld — Xanthe Kakaras

Live at the XK Intersection

System Status
Available for freelance and
full-time opportunities across
North America, Australia, and
the United Kingdom.

Xanthe Kakaras
Creative Direction,
Storytelling & Design

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Brewtopia
Branding & Experiential Design

Coffee has a soul, we’ll
show you where it lives.

In NYC's crowded coffee scene, coffee is often treated as a quick caffeine stop rather than a cultural experience. While cafés focus on speed or specialty roasting, few spaces reveal the deeper history, rituals, and global traditions that shape coffee culture.

This project revisits and rebrands an earlier concept, rethinking the original positioning to better align with audience needs and the cultural essence of coffee. The strategy shifted from a large coffee attraction to a more intimate conservatory experience focused on history, rituals, and craft.

The client resulted in a cohesive brand and spatial system. The experience invites culturally curious coffee drinkers and visitors in SoHo to slow down, explore coffee's global traditions, and connect more deeply with the craft behind every cup.

Overview
Brewtopia is an immersive coffee conservatory that brings the history, rituals, and global traditions of coffee to life through a cultural tasting and learning experience.

Scope
+ Brand Strategy & Positioning
+ Concept Development
+ Art Direction + Copywriting
+ Advertising + Spacial Design

Brand Identity & Strategy

Brewtopia is shaped by a voice that feels rich, alive, and rooted in ritual, positioning coffee as a cultural experience. The seven-bean mark symbolizes the countries represented, turning each cup into a gateway to global traditions and deeper understanding.

Experiental & Space Design

Brewtopia creates a layered journey in a New York City space, combining sensory design with the history of coffee. Wayfinding leads visitors through country-based environments for tasting, dining, and cultural experiences.

Inside Interior: Turkey

Inside Interior: Ethiopia

Wayfinding hallways & sinage within Brewtopia

Customer service for inquiries. Located on the first floor.

Advertisement Campaign

Activated through billboards and high-traffic spaces, the campaign uses layered wordplay to position coffee as more than a daily habit. Headlines play on “grounds” and “grind” to reveal a deeper, more soulful experience.