Brand Story｜The Philosophy of Specialty Coffee at CURISTA

For CURISTA, coffee is not simply a beverage. It is something rare and meaningful.It was coffee that brought the founders, Ian and Ivan, together. Through shared curiosity and mutual respect, they chose to step into the world of coffee side by side.

At CURISTA, every cup is the result of precision and conviction. Water temperature is carefully controlled. Brewing methods are deliberately chosen. Pouring time is measured down to the second. This is the craft of coffee. When combined with the founders’ confidence in quality and their refusal to compromise, it becomes the standard of specialty.

Ian and Ivan do not always agree on every detail. But throughout the journey of building the brand, their direction has never wavered. As they often say:

“There is no such thing as the best coffee in the world. There is only the coffee you love most in this moment.”

CURISTA is not just a café. It is a way of life.A cup of coffee can accompany moments of reflection, intimacy, challenge, or the anticipation of an important interview. A thoughtfully crafted cup of specialty coffee can also hold memories, stories, and emotion.

For those who understand how to savor life and refine it through experience, a coffee like this is always worth waiting for.

The Name｜The Cultural Meaning Behind CURISTA

The Chinese name “CURISTA” carries deep cultural symbolism. The character “奎” refers to an ancient star constellation. According to classical Chinese astronomy, the Kui constellation consists of sixteen stars and was believed to govern literature, knowledge, and intellectual brilliance.

Historically, Kui was also associated with guidance and protection. Over time, it became a symbol of wisdom, talent, and cultural refinement.

“奎士” can be interpreted as being illuminated by the Kui star. It represents clarity, direction, and excellence. Through this name, CURISTA expresses its belief that specialty coffee can serve as a guiding light for those who pursue a refined way of living.

Brand Identity｜Expressing the Aesthetics of Waiting Through the Hourglass

CURISTA’s brand identity originates from a simple understanding. The most enjoyable cup of coffee exists in the present moment, shaped by time, patience, and precision.

The hourglass became the central visual metaphor.

An hourglass represents the passage of time. Each grain of sand falls slowly, just as every second of waiting during coffee brewing carries meaning and cannot be overlooked.

From bean selection and roasting to brewing, every step is an accumulation of patience and accuracy. These are the essential elements that define specialty coffee.

The hourglass also suggests balance and rhythm. It reflects the role coffee plays in everyday life. Whether one is thinking, sharing a quiet moment, or preparing to face a challenge, coffee becomes a pause for focus and reflection.

For CURISTA, the hourglass is more than a visual symbol. It is a philosophy. Good coffee is worth waiting for, and every moment spent waiting is worth cherishing.Through this identity, the brand transforms its spirit into a visual language. One that allows every coffee connoisseur to feel the weight of time and the depth of craftsmanship in each cup.