设计师 Sersen Shenzhen Brand Consulting 的作品 Pakka Coffee Shop 品牌形象设计荣获了极具声望的 2023 A' Design Award 铜奖，竞赛类别为平面、插画与视觉传达设计。

铜平面· 2023

Pakka Coffee Shop 品牌形象设计

设计师： Sersen Shenzhen Brand Consulting

客户: Pakka Coffee Shop

平面类别A' Design Award 铜奖获奖者

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关于 Pakka Coffee Shop 品牌形象设计

Pakka Coffee Shop 是为中国汕头一家咖啡店打造的品牌形象设计。该设计将手写字体与蓝色和橙色的对比配色方案相结合。随性的字体设计灵感源自涂鸦与街头艺术,而这一配色组合则透出美式复古风格。简洁的视觉系统使品牌形象在不同媒介上保持统一,易于识别。该形象设计旨在将咖啡文化与日常生活相连接,吸引热衷街头时尚的年轻顾客。

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关于A' Design Award 铜奖

Pakka Coffee Shop 品牌形象设计是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Pakka Coffee Shop 品牌形象设计将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Pakka Coffee Shop 品牌形象设计出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

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由设计师提供的致谢、团队成员及技术详情。

独特属性: 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.
标签: LOGO, Brand Image, Coffee culture, Street culture, American style
设计挑战: 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.
研究: 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.
灵感: 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.
项目周期: Located in Shantou, Guangdong Province, the projected started its design on February 25, 2021, and has been put into service since June 6, 2021.
操作流程: - 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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