The Scientist Coffee
Branding, Packaging, Motion, 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.
科學家咖啡的視覺形象只用基本的無襯線字體和兩個矩形組成,我們通過拉伸、裁切和排列,形成可變的系統,呼應咖啡豆拼配以及咖啡衝泡中的關鍵元素—比例。THE SCIENTIST無論是被裁切還是被遮擋,都可以清晰地被識別,極具張力,符合了品牌從獨立咖啡館向連鎖精品咖啡轉型的意圖,為品牌傳播營造了獨特的記憶場域。
![](https://freight.cargo.site/t/original/i/2c797fc6463fe9ea02c6426ebb655e9917fe6be748e499acd25165294ccafe94/01.gif)
![](https://freight.cargo.site/t/original/i/c62d9df9b864eb0d018e536c4bdfd4b859019192f4dce17d2047a8044468c99d/02.gif)
![](https://freight.cargo.site/t/original/i/63527a21ff3284fbb9c31b471f226f056a6b2b03eb719bbe6335fd2b7633410c/03.gif)
![](https://freight.cargo.site/t/original/i/9c3b1c1bbf1c5cb3c2f99cb79ed3a3cca0a9c5769f81d61d7f53c0d52dc227af/04.gif)
![](https://freight.cargo.site/t/original/i/0d56b6183102447de443753d25cc40c59ff8a9169743be0d938b3d2f99b2961b/05.jpg)
![](https://freight.cargo.site/t/original/i/541b3947edafe7467bdd770fe8b2c740cb228a798837e688e3944cff8eb46c35/06.jpg)
![](https://freight.cargo.site/t/original/i/22fd0ed1d04ee96ed00db5582b2f22cb801c5382482f2c69a7643c33abe35219/07.jpg)