Pakka Coffee Shop Merkevareidentitet by Sersen Shenzhen Brand Consulting is a highly esteemed winner of the very prestigious 2023 A' Design Award i Bronse in Grafikk, illustrasjon og visuell kommunikasjonsdesign Competition Category.

BronseGrafikk· 2023

Pakka Coffee Shop Merkevareidentitet

by Sersen Shenzhen Brand Consulting

Client: Pakka Coffee Shop

A' Design Award i Bronse Winner in Grafikk 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 Merkevareidentitet

Pakka Coffee Shop er en merkevareidentitet skapt for en kaffebar i Shantou, Kina. Designet kombinerer håndskrevne bokstaver med en kontrastfylt fargepalett i blått og oransje. Den uformelle typografien er inspirert av graffiti og gatekunst, mens fargesammensetningen gir assosiasjoner til amerikansk retrostil. Det enkle visuelle systemet holder merkevarebildet samlet og lett gjenkjennelig på tvers av ulike medier. Identiteten har som mål å knytte kaffekultur til hverdagslivet og å appellere til unge kunder med interesse for gatemote.

The Recognition

About the A' Design Award i Bronse

Pakka Coffee Shop Merkevareidentitet er vinner av A' Design Award i Bronse, en høyt prestisjefylt anerkjennelse som tildeles enestående design som utmerker seg ved kreativitet, oppfinnsomhet og skarpsindighet. Bronsevinnere er rikt dyktige og påfallende kreative gjenstander som bekrefter designernes store erfaring, fantasi og ressurssterkhet. Pakka Coffee Shop Merkevareidentitet forventes å være en høyt ansett, beundret og verdsatt gjenstand som er bemerkelsesverdig profesjonell og nyskapende. Dette designet, som har vunnet A' Design Award i Bronse, rommer beste praksis innen kunst, vitenskap, design og teknologi og utmerker seg ved sin omtanke for detaljer. Pakka Coffee Shop Merkevareidentitet tilfredsstiller behov på en strålende måte, berører ønsker, sjarmerer følelser og vekker nysgjerrighet.

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