Branding, Packaging, 2022

Creative Director: Alex
Art Director: Alex
Designer: Alex, Hawk
Client: Fein Coffee

Fein Coffee is a chain coffee brand born in the ancient city of Suzhou. The brand stands on the female perspective conveys warmth and care, and advocates an independent and exquisite attitude towards life. We started with the brand name Fein and turned it into an tender and confident declaration by using highly readable serif type design, which was spread in consumers. In order to make the regional characteristics of Jiangnan brand compatible with the characteristics of foreign products the brand visual system makes the vertical Chinese logo, horizontal English logo, humanistic and ancient text and different images blend harmoniously through the setting of fixed form.


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