Pakka Coffee Shop Maha-Zava-dehibe Voalohany: Mombamomba ny Marika (Brand Identity) by Sersen Shenzhen Brand Consulting is a highly esteemed winner of the very prestigious 2023 A' Design Award Varahina in Famolavolana Grafika, Sary ary Fifandraisana Ara-tsary Competition Category.

VarahinaGrafika· 2023

Pakka Coffee Shop Maha-Zava-dehibe Voalohany: Mombamomba ny Marika (Brand Identity)

by Sersen Shenzhen Brand Consulting

Client: Pakka Coffee Shop

A' Design Award Varahina Winner in Grafika Category

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The Design

About Pakka Coffee Shop Maha-Zava-dehibe Voalohany: Mombamomba ny Marika (Brand Identity)

Soratry ny Boky: Ny Pakka Coffee Shop dia maha-zava-dehibe voalohany noforonina ho an'ny fivarotan-kafe iray any Shantou, Chine. Ny famolavolana dia mampitambatra ny soratra an-tanana amin'ny lokom-pahitsiana mifanohitra, dia ny manga sy ny volomboasary. Ny soratra tsotra sy tsy fototra dia nahazo aingam-panahy avy amin'ny graffiti sy ny zavakanto an-dalambe, raha ny fifandraisan'ny loko kosa dia mampiseho fomba retro amerikana. Ny rafitra fahitana tsotra dia mampijoro ny endriky ny marika mba ho iray sy mora fantatra amin'ny fitaovam-pampahalalam-baovao samihafa. Ny tanjon'ny marika dia ny mampifandray ny kolontsain'ny kafe amin'ny fiainana andavanandro sy hisintaka ny mpanjifa tanora liana amin'ny lafiny lamaody an-dalambe.

The Recognition

About the A' Design Award Varahina

Nandresy ny A' Design Award Varahina ny famolavolana Pakka Coffee Shop Maha-Zava-dehibe Voalohany: Mombamomba ny Marika (Brand Identity), fankasitrahana malaza be omena ny famolavolana miavaka izay mampiavaka ny fahaiza-mamorona, ny fahazotoana ary ny fahamaotinan-tsaina. Ny mpandresy Varahina dia zavatra vita tanana mahay dia mahay ary mamorona mivantana izay manamafy ny traikefa be dia be, ny sarintsaina ary ny fahaizan-kafoy an'ny mpamolavola azy. Andrasana ho zavatra ankasitrahana be, ankafizina ary tiana, mahay amin'ny asa sady vaovao ny famolavolana Pakka Coffee Shop Maha-Zava-dehibe Voalohany: Mombamomba ny Marika (Brand Identity). Ity famolavolana nandresy ny A' Design Award Varahina ity dia mitahiry ny fomba fanao tsara indrindra amin'ny zavakanto, ny siansa, ny famolavolana ary ny teknolojia, ary tsara indrindra amin'ny fitandremana ny antsipirihany. Ny famolavolana Pakka Coffee Shop Maha-Zava-dehibe Voalohany: Mombamomba ny Marika (Brand Identity) dia mahafa-po ny filana tsara, mikasika ny faniriana, mahasarika ny fihetseham-po ary misarika ny fahalianana.

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