Brand Identity Development for Qualia
Defined as “the subjective conscious experience”, Qualia acknowledges that one’s enjoyment of drinking coffee differs within each individual’s preference. We chose to highlight it as the brand’s belief, and express it as an idea that “there will always be a different yet perfect cup of coffee for everyone”.
Defined as “the subjective conscious experience”, Qualia acknowledges that one’s enjoyment of drinking coffee differs within each individual’s preference. We chose to highlight it as the brand’s belief, and express it as an idea that “there will always be a different yet perfect cup of coffee for everyone”.
We interpreted the notion of subjective conscious experience into a composition of lines that takes shape into various graphical elements that can be perceived differently depending on the viewer’s perspective.
These lines, composed of different weights and opacity, would represent a spectrum to depict different stages of coffee production.
① The lines were shaped as waves to represent Washed Processing.
② The grinding process is represented using different sizes of the shapes combined with different weights and opacity. This is done to depict the different states of the coffee bean in this process; Coarse, Medium, and Fine.
③ Different weights were used to represent three main types of roasts; Light, Medium, and Dark Roast.
④ These lines were also used to create graphic elements to represent the unique natural taste notes in coffee beans.
② The grinding process is represented using different sizes of the shapes combined with different weights and opacity. This is done to depict the different states of the coffee bean in this process; Coarse, Medium, and Fine.
③ Different weights were used to represent three main types of roasts; Light, Medium, and Dark Roast.
④ These lines were also used to create graphic elements to represent the unique natural taste notes in coffee beans.
Art Director // Silvia Isabella
Graphic Designer // Silvia Isabella
Illustrator & Animator // Maria Nonita
Brand Strategist // Adrianus Killian
Photographer // Refi Fahreza
Supporting Designers // Aurel Elizabeth
Graphic Designer // Silvia Isabella
Illustrator & Animator // Maria Nonita
Brand Strategist // Adrianus Killian
Photographer // Refi Fahreza
Supporting Designers // Aurel Elizabeth
