The Scientist Coffee 科学家咖啡
Branding, 2018
Creative Director Alex
Art Director Alex
Designer Alex
Motion Karo
Client The Scientist Coffee
The Scientist Coffee VI breaks the usual style, we only use the basic sans-serif and two rectangles to form the visual identity system, which is conspicuous, confident and aggressive. By stretching, cutting and arranging, we form a variable visual system to respond the key elements, proportion, in coffee bean matching and coffee brewing. THE SCIENTIST can still be clearly identified whether it is cut or obscured, creating a unique memory field for brand communication. This design is in line with the intention of brand transformation from independent cafe to chain specialty coffee brand.
科学家咖啡的视觉形象只用基本的无衬线字体和两个矩形组成，我们通过拉伸、裁切和排列，形成可变的系统，呼应咖啡豆拼配以及咖啡冲泡中的关键元素—比例。THE SCIENTIST无论是被裁切还是被遮挡，都可以清晰地被识别，极具张力，符合了品牌从独立咖啡馆向连锁精品咖啡转型的意图，为品牌传播营造了独特的记忆场域。
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