Pakka Coffee Shop ブランドアイデンティティ by Sersen Shenzhen Brand Consulting is a highly esteemed winner of the very prestigious 2023 A' Design Award 銅賞 in グラフィックス・イラストレーション・ビジュアルコミュニケーションデザイン Competition Category.
銅グラフィック· 2023
Pakka Coffee Shop ブランドアイデンティティ
by Sersen Shenzhen Brand Consulting
Client: Pakka Coffee Shop
A' Design Award 銅賞 Winner in グラフィック Category
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- Verified Award Winner
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The Design
About Pakka Coffee Shop ブランドアイデンティティ
Pakka Coffee Shopは、中国・汕頭市のコーヒーショップのために制作されたブランドアイデンティティである。デザインは手書きのレタリングと、ブルーとオレンジという対比的なカラースキームを組み合わせている。ラフなレタリングはグラフィティやストリートアートから着想を得ており、配色はアメリカンレトロなスタイルを想起させる。シンプルなビジュアルシステムによって、異なるメディア間でもブランドイメージが統一され、認識しやすく保たれている。このアイデンティティは、コーヒー文化と日常生活を結びつけ、ストリートファッションに関心のある若い顧客層に訴求することを目指している。
The Recognition
About the A' Design Award 銅賞
Pakka Coffee Shop ブランドアイデンティティは、創造性、独創性、鋭い洞察力で際立つ傑出したデザインに授与される、高い権威をもつ評価である A' Design Award 銅賞の受賞作品です。銅賞の受賞作品は、十分に巧みで印象的なほど創造的な工芸品であり、デザイナーの豊富な経験、想像力、機知を裏づけています。Pakka Coffee Shop ブランドアイデンティティは、高く評価され、称賛され、愛される品であり、顕著にプロフェッショナルで革新的であることが期待されます。この A' Design Award 銅賞を受賞したデザインは、芸術・科学・デザイン・技術のベストプラクティスを取り入れており、細部への配慮に優れています。Pakka Coffee Shop ブランドアイデンティティは、ニーズを見事に満たし、欲求に触れ、感情を魅了し、好奇心を引きつけます。
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.
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