Pakka Coffee Shop Blagovna identiteta by Sersen Shenzhen Brand Consulting is a highly esteemed winner of the very prestigious 2023 Bronasta nagrada A' Design Award in Grafično oblikovanje, ilustracija in vizualna komunikacija Competition Category.

BronastaGrafika· 2023

Pakka Coffee Shop Blagovna identiteta

by Sersen Shenzhen Brand Consulting

Client: Pakka Coffee Shop

Bronasta nagrada A' Design Award Winner in Grafika Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Pakka Coffee Shop Blagovna identiteta

Pakka Coffee Shop je blagovna identiteta, ustvarjena za kavarno v mestu Shantou na Kitajskem. Zasnova združuje ročno pisane črke s kontrastno barvno shemo modre in oranžne barve. Sproščena tipografija je navdihnjena z grafiti in ulično umetnostjo, medtem ko barvna kombinacija namiguje na ameriški retro slog. Preprost vizualni sistem ohranja podobo blagovne znamke enotno in prepoznavno na različnih medijih. Cilj identitete je povezati kulturo kave z vsakdanjim življenjem ter pritegniti mlade stranke, ki jih zanima ulična moda.

The Recognition

About the Bronasta nagrada A' Design Award

Pakka Coffee Shop Blagovna identiteta je prejemnik Bronaste nagrade A' Design Award, zelo prestižnega priznanja, ki se podeljuje izjemnim oblikovanjem, ki se odlikujejo po ustvarjalnosti, iznajdljivosti in bistrosti. Prejemniki Bronaste nagrade so v celoti spretni in presenetljivo ustvarjalni artefakti, ki potrjujejo bogate izkušnje, domišljijo in zvitost svojih oblikovalcev. Od Pakka Coffee Shop Blagovna identiteta se pričakuje, da bo visoko cenjen, občudovan in ljubljen predmet, opazno profesionalen in inovativen. To oblikovanje, nagrajeno z Bronasto nagrado A' Design Award, vključuje najboljše prakse v umetnosti, znanosti, oblikovanju in tehnologiji ter je odlično po pozornosti do podrobnosti. Pakka Coffee Shop Blagovna identiteta sijajno zadovoljuje potrebe, se dotika želja, očara čustva in vzbuja radovednost.

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