Bitter Plus Sweet Primary Function: Visuell identitet by Liying Wang is a highly esteemed winner of the very prestigious 2026 A' Design Award i Jern in Grafikk, illustrasjon og visuell kommunikasjonsdesign Competition Category.
JernGrafikk· 2026
Bitter Plus Sweet Primary Function: Visuell identitet
by Liying Wang
Client: Liying Wang
A' Design Award i Jern Winner in Grafikk Category
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The Design
About Bitter Plus Sweet Primary Function: Visuell identitet
Book Text: Den visuelle identiteten til Bitter pluss Sweet nytenker håndverkskaffens estetikk gjennom et monogram med dobbel lesning. Inspirert av kaffens dualitet, der styrke og mykhet balanseres, forener designet et geometrisk hjerte med merkevarens initialer. En strukturell B står for bitre brenninger, mens en S formidler sødme. Konstruert på et strengt matematisk rutenett benytter den skalerbare logoen en organisk fargepalett av espressobrun og salviegrønn. Denne tilnærmingen utfordrer industrielle klisjeer og engasjerer forbrukere med en givende, skjult visuell fortelling.
The Recognition
About the A' Design Award i Jern
Bitter Plus Sweet Primary Function: Visuell identitet er vinner av A' Design Award i Jern, en prestisjefylt anerkjennelse som tildeles gode design som oppfyller de profesjonelle og industrielle kravene man forventer av veldesignede skaperverk. Jernvinnere viser stor dyktighet, høy spesialisering, ekspertforståelse og kreativ kapasitet hos skaperne. Bitter Plus Sweet Primary Function: Visuell identitet forventes å være et høyt ansett, beundret og verdsatt skaperverk som er praktisk og nyskapende. Dette designet, som har vunnet A' Design Award i Jern, integrerer bransjens beste praksis og har kompetente tekniske egenskaper knyttet til kunnskap og talent. Bitter Plus Sweet Primary Function: Visuell identitet respekteres for sin grundighet og er utformet for å gi forbedringer i livskvalitet som bidrar til å gjøre verden til et bedre sted.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- The identity utilizes a double read principle, integrating a geometric heart with the brand initials. The left side forms a structural letter B representing the intensity of bitter roasts, while the right side forms a letter S for sweetness. Built on a mathematical grid, the logo ensures timeless scalability across physical and digital mediums. The palette of Espresso Brown and Sage Green avoids industrial platitude, offering an organic feel that appeals to craft focused consumers.
- Dimensions & Packaging
- This identity is built to ensure pixel perfect translation across digital screens and physical print. The logo is delivered in scalable vector formats and high resolution raster files. Brand guidelines define minimum sizing and clear space rules to guarantee legibility on applications ranging from small paper espresso cups to large storefront window decals and embroidered employee uniforms.
- Tags
- Brand Identity, Logo Design, Coffee Shop, Geometric Design, Corporate Identity, Minimalism, Visual Communication
- Production Technology
- The design was developed using professional vector-based software, such as Adobe Illustrator and Figma, to ensure infinite scalability without loss of detail. A strict mathematical grid system was applied to the monogram to maintain perfect proportions across various applications, from small-scale social media icons to large-scale storefront window decals and embroidered textile merchandise.
- Design Challenge
- The hardest challenge was balancing rustic coffee tropes with a modern, socially-driven craft aesthetic. Internally, blending a rigid 'B' and 'S' into a recognizable heart required extensive iteration to avoid forced geometry. Externally, production constraints dictated the logo must remain legible across diverse media, from low-fidelity stamp printing on recycled packaging to crisp digital app icons, demanding strict, uncompromising adherence to the mathematical grid.
- Research
- Exploratory research aimed to define modern craft coffee aesthetics. Methodology included visual audits of 15 local competitors and comparative testing of logo concepts. Data was collected via random surveys with local coffee drinkers. Results showed a 75 percent preference for organic geometries over industrial tropes. Insights revealed consumers crave hidden narratives, directly impacting the dual B and S heart design. This approach elevates brand business equity and modernizes local coffee culture.
- Inspiration
- This project was inspired by the intrinsic duality of the coffee experience: the balance between strength and softness. The motive was to create a symbol conveying both technical precision and human warmth. Research into geometry and minimalist monograms led to a heart shape constructed from the letters 'B' and 'S'. The goal was to reward observant customers with a hidden narrative, moving beyond traditional coffee tropes toward a sophisticated, modern craft aesthetic.
- Project Duration
- The project started in December 2025 in California, U.S., and finished at the end of February 2026.
- Operation Flow
- The brand interacts with customers through a discovery phase; the realization of the hidden letter B and letter S initials follows the initial recognition of a heart symbol. This engagement builds brand equity.
- Image Credits
- Image #1: Creator Liying Wang, 2026.
Image #2: Creator Liying Wang, 2026.
Image #3: Creator Liying Wang, 2026.
Image #4: Creator Liying Wang, 2026.
Image #5: Creator Liying Wang, 2026.
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