Pakka Coffee Shop Aqoonsiga Sumadda (Brand Identity) by Sersen Shenzhen Brand Consulting is a highly esteemed winner of the very prestigious 2023 Abaalmarinta Naxaasta ah ee A' Design Award in Naqshadeynta Garaafigga, Sawir-gacmeedka iyo Isgaarsiinta Muuqaalka Competition Category.

NaxaasGaraafig· 2023

Pakka Coffee Shop Aqoonsiga Sumadda (Brand Identity)

by Sersen Shenzhen Brand Consulting

Client: Pakka Coffee Shop

Abaalmarinta Naxaasta ah ee A' Design Award Winner in Garaafig Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

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The Design

About Pakka Coffee Shop Aqoonsiga Sumadda (Brand Identity)

Pakka Coffee Shop waa aqoonsi sumad oo loo abuuray dukaan kafee ah oo ku yaal Shantou, Shiinaha. Naqshadu waxay isku daraa qoraal gacan lagu qoray oo leh nooc midab oo iskala duwan oo ka kooban buluug iyo lambar-dhalaal (orange). Qoraalka fudud ee nooca casual-ka ah wuxuu ka soo dhex baxay farshaxanka graffiti-ga iyo farshaxanka waddooyinka, halka isku-darka midabada uu muujinayo qaab-dhismeedka retro-ga Maraykanka. Nidaamka aragga ee fudud wuxuu sii haya sawirka sumadda si ay u ahaato mid isku mid ah oo si fudud loo aqoonsan karo dhammaan warbaahinta kala duwan. Aqoonsigu wuxuu ujeeddadiisu tahay in la xiriiriyo dhaqanka kafeega iyo nolosha maalinlaha ah, isla markaana lagu soo jiito macaamiisha da'da yaryar ee xiisaha u qaba moodada waddooyinka (street fashion).

The Recognition

About the Abaalmarinta Naxaasta ah ee A' Design Award

Pakka Coffee Shop Aqoonsiga Sumadda (Brand Identity) waa guuleystaha Abaalmarinta Naxaasta ah ee A' Design Award, aqoonsi sharaf sare leh oo la siiyo naqshado aan caadi ahayn oo lagu garto hal-abuur, hal-abuur cusub iyo caqli. Guuleystayaasha Naxaasta waa shaqooyin xirfad buuxda leh iyo hal-abuur yaab leh oo xaqiijiya khibrad weyn, male-awaal iyo kartida naqshadeeyayaashooda. Pakka Coffee Shop Aqoonsiga Sumadda (Brand Identity) waa walax la filayo inay noqoto mid aad loo tixgeliyo, la ixtiraamo oo la jecel yahay, xirfad cad leh oo hal-abuur cusub leh. Naqshadahan ku guuleystay Abaalmarinta Naxaasta ah ee A' Design Award wuxuu ku darsadaa hab-dhaqanno ugu wanaagsan farshaxanka, sayniska, naqshadaynta iyo tignoolajiyada wuxuuna ku fiican yahay dhawrista tafaasiisha. Pakka Coffee Shop Aqoonsiga Sumadda (Brand Identity) si fiican ayay u buuxisaa baahiyaha, taabataa rabitaannada, soo jiidataa dareenka kicinayaanna xiisaha aqoonta.

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