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Coffee Can 是由中信集團創立的精品咖啡品牌,品牌創立的初衷是希望區別于現有的傳統精品咖啡品牌的趨向小資,表達晦澀,帶有距離感的固定形象,而是回歸咖啡原本的簡單,友好,而純粹的形態,同時,希望能通過品牌的創新塑造,以美味的咖啡作為橋梁,連接并挖掘更多的可能。Coffee Can的品牌設定包含兩層意義,一是can即易拉罐,稀松平常而又簡單日常的元素,正是一杯咖啡本身簡單而美好的意義,而Can又有可以,能的解釋,是一種肯定的,自信的,年輕的表達,一杯簡單美味的咖啡卻可以給人帶來多重豐富的感受,同時又能匯聚不同的群體,有著獨特的魅力- 簡單美好的咖啡可以讓生活充滿無限可能。設計將品牌的雙重含義進行了有趣的傳達,通過易拉罐的拉環與感嘆符號的結合,演繹了內涵豐富同時令人印象深刻的品牌符號。在設計延展上,通過強化品牌符號的應用和表達,設計結合了產品,包裝,展示和空間等不同緯度的媒介,以當代年輕的語言,展示了統一明確且獨特創新的品牌形象。

Coffee Can is a premium coffee brand which is found by Chinese large enterprise group - CITIC Group. There are common perceptions that the premium coffee shops usually have black and white brand visuals, cold industrial interior style and obscure coffee menus. The goal of Coffee Can is to break this distant image of the premium coffee brands in China. The brand wanted to reinvent the simple and friendly image of the coffee, bring more fun and possibilities to the consumers. The name of Coffee Can has two meanings: one is the ring- pull can, which is so normal and simple that just like a cup of tasty coffee; the other one is the “can” that means capability. A simple cup of coffee can offer you so many things: It can cheer you up, warm you up and also can bring people together.
Design integrated these two meanings into a simple and unique logo, which is an exclamation mark that looks like a ring from the can. Starting with the iconic logo, design build a rich and fun brand image with a consistent visual language. Design reinforced the power of the brand logo by integrating it with different brand medias, such as product, packaging and interior.

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