Brand Identity | VC III

奇怪 | DARK COFFEE

Predicated upon the intensive research and concept development from the first half of the semester, my pseudo brand ‘奇怪’ or ‘DARK’ was born.

DARK is a coffeehouse that sells and serves traditional coffee. Our brand is inspired by the Chinese heritage of filial piety, reunion and kinship. We understand that traditions have their merits, and it is this spirit of “honouring our heritage”, that motivates us to uncover the hidden customs and best practices of traditional coffee. We hope to serve you & your loved ones the most authentic cup of coffee to reunite and connect over.

DESIGN CONCEPT | HERITAGE OUR SECRET INGREDIENT

 

Chinese Heritage     +     Modern Expressions     =     Relevant Traditions

 

LOGO DESIGN | FADING CIRCLES

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Coming Full Circle
The circle is being used in the logo as it represents brand concepts of filial piety, reunion and kinship.

Secret in Fading
Playing with opacity to suggest ‘revealing something’ either by fading in or gradually materialising. This method will be used in place of colours.

COLLATERAL DESIGN | PROFESSIONAL PHOTOS

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BRAND IDENTITY | HERITAGE IN YOUR CUP

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