FeelGood@
A Probiotic Café
Brand identity and experience design for a health café in Bangalore.
- Photoshop
- Illustrator
- InDesign
- XD
- Figma
Most café brands occupy one emotional register: happy and energetic. This one wanted the whole range.
Problem
Most café brands occupy one emotional register: happy and energetic. FeelGood@ wanted to build genuine human connection — a brand people could feel, not just consume.
Solution
Built the brand around 10 untranslatable emotions — words like Nikhedonia (the joy of anticipating success) and Lonesome-Fret (restlessness from being alone too long). Designed a card game that gave customers a shared vocabulary for feelings they’d never had words for.
Nikhedonia
The excitement or elation that comes from anticipating success.
Lonesome-Fret
Restlessness or unease that comes from being on your own too long.
Seriocomic
Partly serious and partly comic.
Presque-vu
Almost remembering something, but not quite.
Interior graphics, apparel, and packaging all extended the emotional system through the physical space — the vocabulary lived on the walls, not just the menu.
Outcome
- Increased customer engagement and dwell time
- Created organic social content with zero ad spend
- Interior, apparel, and packaging delivered as one unified brand system