Project Overview
Piju Čaj is a visual identity created for a Discord community built around a shared love of tea, gaming, and friendly conversations. The project started as a spontaneous collaboration with the community’s founder.
Although not created for commercial purposes, the project became an opportunity to explore how a simple identity can remain recognizable while naturally adapting to different formats.
The goal was to create a logo that felt approachable, memorable, and versatile without appearing overly corporate. Since the identity represents a relaxed online community rather than a traditional brand, the visual language needed to communicate warmth, simplicity, and personality.
Instead of relying on one fixed color palette, the identity was intentionally designed to work in multiple color variations, allowing it to adapt naturally to different backgrounds and products.
Alongside the illustrated version featuring the Shiba mascot, a simplified typographic version allows the identity to adapt to different digital environments while maintaining strong recognizability.
The friendly mascot adds personality and warmth, reflecting the welcoming atmosphere of the community, while the expressive lettering reinforces its playful and informal character.
