Pakka Coffee Shop பிராண்ட் அடையாளம்

Press Kit

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.