Pakka Coffee Shop 브랜드 아이덴티티 by Sersen Shenzhen Brand Consulting is a highly esteemed winner of the very prestigious 2023 A' Design Award 동상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.

동그래픽· 2023

Pakka Coffee Shop 브랜드 아이덴티티

by Sersen Shenzhen Brand Consulting

Client: Pakka Coffee Shop

A' Design Award 동상 Winner in 그래픽 Category

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Verified Award Winner

Verify Award Status for #142456

View at A' Design Award Press Release Award Badge

Colors

The Design

About Pakka Coffee Shop 브랜드 아이덴티티

파카 커피숍(Pakka Coffee Shop)은 중국 산터우에 위치한 커피숍을 위해 제작된 브랜드 아이덴티티다. 이 디자인은 손글씨 레터링과 블루·오렌지의 대비되는 색상 구성을 결합했다. 자유로운 느낌의 레터링은 그래피티와 스트리트 아트에서 영감을 받았으며, 색상 조합은 아메리칸 레트로 스타일을 연상시킨다. 간결한 비주얼 시스템은 다양한 매체에서 브랜드 이미지를 일관되게 유지하고 쉽게 인지되도록 한다. 이 아이덴티티는 커피 문화를 일상과 연결하고, 스트리트 패션에 관심 있는 젊은 고객층에게 어필하는 것을 목표로 한다.

The Recognition

About the A' Design Award 동상

Pakka Coffee Shop 브랜드 아이덴티티, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Pakka Coffee Shop 브랜드 아이덴티티, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Pakka Coffee Shop 브랜드 아이덴티티, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

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