The Scientist Coffee New Year Season 2024
Poster, Typeface, Print, Motion, 2024
Creative Director: Alex
Art Director: Alex
Designer: Alex
Motion: Hawk
Client: The Scientist Coffee
2024 is the Chinese Lunar Year of the Chinese Dragon. The Chinese Dragon is a mythical beast in ancient Chinese mythology, and its body is composed of the trunks of different animals. The poster for 2024 new year season of The Scientist Coffee is based on Chinese characters, using the pictographic characteristics of Chinese characters, the text is designed with glyphs that symbolize deer antlers, dragon whiskers, snake bodies, fish tails, and eagle claws. The beauty of the mix and match of different Chinese characters conveys the brand’s value proposition of returning to its essence.
2024年是中國農曆龍年，龍是中國古代神話中的壹只神獸，它的身體由不同動物的軀幹組成。科學家咖啡2024新年季的海報以漢字出發，利用漢字象形的特質，爲文案設計了象征鹿角、龍須、蛇身、魚尾和鷹爪的字形，用不同漢字字形混搭的美感，傳遞出品牌回歸本質的價值主張。
