Pakka Coffee Shop Ìdámọ̀ Àmì Ọjà by Sersen Shenzhen Brand Consulting is a highly esteemed winner of the very prestigious 2023 Àmì-ẹ̀yẹ Idẹ A' Design Award in Àpẹẹrẹ Àwòrán, Àpèjúwe àti Ìbánisọ̀rọ̀ Ojú-Ìwòran Competition Category.
IdẹÀwòrán· 2023
Pakka Coffee Shop Ìdámọ̀ Àmì Ọjà
by Sersen Shenzhen Brand Consulting
Client: Pakka Coffee Shop
Àmì-ẹ̀yẹ Idẹ A' Design Award Winner in Àwòrán Category
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- Verified Award Winner
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The Design
About Pakka Coffee Shop Ìdámọ̀ Àmì Ọjà
Pakka Coffee Shop jẹ́ ìdámọ̀ àmì ọjà tí a ṣẹ̀dá fún ilé kọfí kan ní Shantou, China. Ìṣàpẹẹrẹ náà ń so ọ̀nà kíkọ ọwọ́ pọ̀ mọ́ ètò àwọ̀ tí ó yàtọ̀ síra láàrin aláwọ̀ búlúù àti ọsàn. Ọ̀nà kíkọ tí kò ní ìlànà pípéye yìí gba ìmísí láti graffiti àti iṣẹ́ ọnà òpópónà, nígbà tí ìṣọ̀kan àwọ̀ náà fi hàn àṣà atijọ́ ti Amẹ́ríkà. Ètò wíwo tí ó rọrùn yìí ń rí i pé àwòrán àmì ọjà náà dúró ṣinṣin, tí ó sì rọrùn láti dá mọ̀ ní oríṣiríṣi ilé-iṣẹ́ ìgbóhùnsáfẹ́fẹ́. Ìdámọ̀ náà ní góńgó láti so àṣà kọfí pọ̀ mọ́ ìgbésí ayé ojoojúmọ́, kí ó sì fa àwọn ọ̀dọ́ tí ó nífẹ̀ẹ́ sí àṣà ìwọ̀ǹṣọ́ òpópónà mọ́ra.
The Recognition
About the Àmì-ẹ̀yẹ Idẹ A' Design Award
Pakka Coffee Shop Ìdámọ̀ Àmì Ọjà jẹ́ olùborí Àmì-ẹ̀yẹ Idẹ A' Design Award, ìdánimọ̀ olókìkí gan-an tí a fún àwọn àwòṣe tó tayọ tí wọ́n yàtọ̀ nípasẹ̀ ìṣẹ̀dá, àrékérekè àti ọgbọ́n inú. Àwọn olùborí Idẹ jẹ́ àwọn ohun èlò tó ní ìjáfáfá gan-an tí wọ́n sì ní ìṣẹ̀dá tó yani lẹ́nu tí wọ́n ń ṣe ẹ̀rí ìrírí gbígbòòrò, ìrònú àti ọgbọ́n àwọn olùṣàwòṣe wọn. A retí pé Pakka Coffee Shop Ìdámọ̀ Àmì Ọjà yóò jẹ́ ohun tí a kà sí gidigidi, tí a gbóríyìn fún tí a sì nífẹ̀ẹ́, tó jẹ́ ti ọ̀jáfáfá lọ́nà tó ṣe pàtàkì tó sì ní ìmúṣẹ̀dá tuntun. Àwòṣe tó borí Àmì-ẹ̀yẹ Idẹ A' Design Award yìí ń kó àwọn ọ̀nà tó dára jùlọ nínú iṣẹ́ ọnà, sáyẹ́ǹsì, àwòṣe àti ìmọ̀-ẹ̀rọ jọ, ó sì tayọ nítorí àfiyèsí rẹ̀ sí àwọn àlàyé kékeré. Pakka Coffee Shop Ìdámọ̀ Àmì Ọjà ń tẹ́ àwọn ohun tí a nílò lọ́rùn lọ́nà àgbàyanu, ó ń fọwọ́ kan àwọn ìfẹ́ inú, ó ń gbà ọkàn ó sì ń fa ìfẹ́ láti mọ̀ mọ́ra.
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.
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