Pakka Coffee Shop Identitas Merek by Sersen Shenzhen Brand Consulting is a highly esteemed winner of the very prestigious 2023 A' Design Award Perunggu in Desain Grafis, Ilustrasi dan Komunikasi Visual Competition Category.

PerungguGrafis· 2023

Pakka Coffee Shop Identitas Merek

by Sersen Shenzhen Brand Consulting

Client: Pakka Coffee Shop

A' Design Award Perunggu Winner in Grafis Category

10,522

Verified Award Winner

Verify Award Status for #142456

View at A' Design Award Press Release Award Badge

Colors

The Design

About Pakka Coffee Shop Identitas Merek

Pakka Coffee Shop adalah identitas merek yang diciptakan untuk sebuah kedai kopi di Shantou, Tiongkok. Desain ini menggabungkan huruf tulisan tangan dengan skema warna kontras antara biru dan oranye. Gaya huruf yang santai terinspirasi dari grafiti dan seni jalanan, sementara padanan warnanya menghadirkan kesan gaya retro Amerika. Sistem visual yang sederhana menjaga citra merek tetap menyatu dan mudah dikenali di berbagai media. Identitas ini bertujuan menghubungkan budaya kopi dengan kehidupan sehari-hari serta menarik minat pelanggan muda yang menyukai mode jalanan.

The Recognition

About the A' Design Award Perunggu

Pakka Coffee Shop Identitas Merek adalah pemenang A' Design Award Perunggu, pengakuan yang sangat bergengsi yang diberikan kepada desain luar biasa yang dicirikan oleh kreativitas, kecerdikan, dan ketajaman. Pemenang Perunggu adalah artefak yang sangat terampil dan sangat kreatif yang membuktikan pengalaman luas, imajinasi, dan kelihaian para desainernya. Pakka Coffee Shop Identitas Merek diharapkan menjadi objek yang sangat dihargai, dikagumi, dan dicintai, sangat profesional dan inovatif. Desain pemenang A' Design Award Perunggu ini menyertakan praktik terbaik dalam seni, sains, desain, dan teknologi, dan sangat baik dalam perhatiannya pada detail. Pakka Coffee Shop Identitas Merek memuaskan kebutuhan dengan indah, menyentuh keinginan, memikat perasaan, dan menarik rasa ingin tahu.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: As a young brand pursuing spontaneity, Pakka aims to create an interactive communication space of leisure and comfort for young customers keen on street fashion and coffee culture. The brand image integrates the brand name with the special color scheme to form a strong American street style, visually interpreting the brand culture. Such a design also boasts modernity with great visual impact, which strengthens consumer awareness of the brand.
Tags: LOGO, Brand Image, Coffee culture, Street culture, American style
Design Challenge: This project focuses on how to simply and firmly highlight the brand image and to build the emotional bridge linking the brand and consumers. The overall simple design ensures the unity of the brand vision so that the brand becomes more recognizable, which also renders the key visual elements of the brand applicable to various media for publicity so as to facilitate the marketing of peripheral products. Besides, the brand culture behind the LOGO can attract more like minded consumers.
Research: According to relevant data, coffee consumption increases year by year in China, which may be a major consumer of coffee worldwide. But coffee is currently still regarded as a symbol of low key luxury, good taste and high status, and coffee enthusiasts who really know coffee and have good taste in coffee are a minority. Considering that situation, the young and sharp Pakka aims to promote development of local coffee culture in China, enabling coffee to blend into daily life of Chinese masses.
Inspiration: The design team inspired by graffito elements in the street art adopted the handwritten lettering. After referencing the complementary aesthetics about wonderful contrasting color matching, they selected blue and orange to create an American retro style.
Project Duration: Located in Shantou, Guangdong Province, the projected started its design on February 25, 2021, and has been put into service since June 6, 2021.
Operation Flow: - The handwritten lettering of the casual style gets close to daily mass entertainment, which shortens the distance between the Chinese traditional view of elegant coffee culture and customers when conveying the brand idea of spontaneity, freedom and exquisite.
- The modern yet retro contrast of blue and orange realizes expressions of confidence, vigour, personality and self to meet the aesthetic and emotional needs of contemporary young consumers, leaving them a better impression of the brand.

Read the Press Release