client:

victim coffee

project:

concept 026

overview:

Can indulgence and extremity exist as luxury? Bran, Romania, offered the answer. Here, shadowed hills, stone-drenched myth, and the looming presence of Dracula’s castle became the stage for Victim, a ritual of awakening where Dante’s journey through the nine circles of Hell is not just told, it is consumed. This concept drew its tension from contrast. Brutality and refinement, decay and precision, extremity and ritual coexist in every element. Space, materials, tone, textures, and all objects carry weight but move with quiet fluidity within this identity concept. The design was inspired by existentialism and transformation rather than comfort, shaping an experience that confronts the visitor at every moment. Gothic inky type, rich textures, and saturated tones are deliberately orchestrated to create a feeling that is both primal and curated. Victim is not a café or a bar, it is a proof of concept. It is a study in duality, where indulgence is disciplined, grunge is elevated, and extremity is refined into form. Every detail is an invitation to confront expectation and emerge altered. The experience asks the visitor to endure and transform, to inhabit tension, and to confront darkness as a lens for awakening. Dawn is Bitter. Resurrect Thyself.