Cafuné marks 10 years with sustainable, nature-led rebranding

To mark its 10th anniversary, Hong Kong fashion brand Cafuné has undergone a rebrand, featuring a refreshed brand identity and the debut of a new collection.

The rebrand celebrates the brand’s journey while reaffirming its commitment to evolving with purpose and authenticity. It also represents a natural evolution of Cafuné’s founding values - mindful design, emotional connection, and quiet confidence - and aims to open a new visual and creative dialogue with its audience.

As part of the rebranding, Cafuné has introduced a bespoke logotype intended to embody simplicity and sophistication. The design draws inspiration from the botanical photography of German artist Karl Blossfeldt, with letterforms subtly integrating the graceful intertwining of plant stems to preserve the geometric beauty characteristic of Blossfeldt’s work.

The brand mark, composed of two interlaced 'C's, is inspired by the organic curves of climbing vines, evoking gestures of holding, carrying, and nurturing. It aims to symbolise growth, timeless craftsmanship, and the resilience of modern luxury.

Additionally, Cafuné has redesigned its packaging to reflect the refreshed brand identity and create an immersive shopping experience. The packaging features a palette of off-white and natural green, echoing the brand’s nature-inspired ethos.

Sustainability remains a focus with the updated packaging made from recyclable materials and FSC-certified paper, ensuring that every element meets the highest environmental standards while minimising ecological impact.

Furthermore, discreet botanical motifs are embossed on envelopes and integrated into wrapping paper, symbolising the brand’s understated design philosophy.

Building on this renewed identity is Cafuné’s FW25 collection. The new collection explores themes of flow and form with each piece designed to move with the body, incorporating natural silhouettes, architectural lines, and tactile textures.

One highlighted piece from the season is the 'Ori tote', named after the Japanese art of origami. The term 'Ori' is intended to pay homage to the essence of folded craftsmanship, translating the beauty of structural folds into contemporary fashion design.

The new collection also features the 'Soft fold bag', which combines seashell-inspired contours with a plush construction as well as 'Terracotta', a warm, grounded hue meant to reflect the richness of autumn. Other seasonal offerings include signature Cafuné shades such as 'Taupe', 'Mocha', and 'Cedar'.

MARKETING-INTERACTIVE has reached out to Cafuné for more information.

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Founded in 2015, Cafuné is a modern accessories brand rooted in quiet luxury and thoughtful design. The name “Cafuné” comes from a Portuguese word describing an intimate gesture - the soft motion of running fingers through a loved one’s hair - capturing the brand’s philosophy of creating pieces that are mindful, personal, and built to foster lasting emotional connection.

Through an immersive presentation and curated installations during its 10th anniversary celebration, Cafuné has invited its community to experience the convergence of design and modernity, celebrating the quiet beauty found in time, craft, and connection.

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