Bitter Plus Sweet Galuega Autu: Fa'asinomaga o le Kamupani by Liying Wang

Bitter Plus Sweet Galuega Autu: Fa'asinomaga o le Kamupani by Liying Wang is a highly esteemed winner of the very prestigious 2026 A' Design Award Uʻamea in Mamanu Ata Fa'atusa Competition Category.

UʻameaAta Fa'atusa· 2026

Bitter Plus Sweet Galuega Autu: Fa'asinomaga o le Kamupani

by Liying Wang

Client: Liying Wang

A' Design Award Uʻamea Winner in Ata Fa'atusa Category

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Colors

The Design

About Bitter Plus Sweet Galuega Autu: Fa'asinomaga o le Kamupani

Tusitusiga a le Tusi: O le fa'asinomaga o le kamupani o Bitter plus Sweet e toe fa'aata ai le aulelei o le kofe fai lima e ala i se fa'ailoga faitau-lua. Fa'aosofia e le fa'aluaga o le kofe, e paleni ai le malosi ma le agamalu, e tu'ufa'atasi e le mamanu se fatu fa'afanua ma mata'itusi amata o le fa'ailoga. O se B fa'avae e fa'aalia ai le tao malosi, ae o se S e fa'aalia ai le suamalie. Fausia i luga o se fa'asologa fa'a-numera fa'amaoni, o le fa'ailoga e mafai ona fa'atele e fa'aaogaina ai se fa'apalati fa'alenatura o le Espresso Brown ma le Sage Green. O lenei faiga e fa'aleagaina ai fa'ata'ita'iga fa'apisinisi masani, e fa'atino ai tagata fa'atau i se tala fa'alilolilo fa'atino e maua ai se taui.

The Recognition

About the A' Design Award Uʻamea

O le A' Design Award Uʻamea na manumalo ai Bitter Plus Sweet Galuega Autu: Fa'asinomaga o le Kamupani, o se faamaoniga mamalu e tuuina atu i mamanu lelei e faataunuu ai manaʻoga faapolofesa ma pisinisi e faamoemoeina mai galuega ua mamanuina lelei. O ē manumalo i le Uʻamea e faaalia ai le tomai tele, le faapitoa maualuga, le malamalama o tagata poto ma le mafai fatufatuaʻi o ē na faia. E faamoemoeina Bitter Plus Sweet Galuega Autu: Fa'asinomaga o le Kamupani e avea ma mea ua matuā vivii, mataʻina ma pelepelea e aogā ma fou. O lenei mamanu na manumalo i le A' Design Award Uʻamea e tuufaatasia ai faiga sili o le pisinisi ma e iai uiga faatekonolosi mafai ua fesoʻotaʻi ma le poto ma le taleni. Ona o lona faatuatuaina, e tatau ai Bitter Plus Sweet Galuega Autu: Fa'asinomaga o le Kamupani ona faaaloalogia ma ua mamanuina e tuuina mai ai faaleleiga o le olaga e fesoasoani e faia ai e le lalolagi se nofoaga e sili atu ona lelei.

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.