More than the social attributes and social scene of coffee, Li Coffee hopes to focus more on the sensory experience that coffee itself brings to each individual. Li Coffee collaborates with local quality coffee roasting brands to present the rich layers of coffee in a subtle way, with an objective attitude and rigorous production methods.
Together, we discuss how to embed a coffee space into different environments, blending with the scene and creating a connection with the environment and people. At the same time, the flavours of coffee here are integrated into everyone's daily life.
In our design, we wanted to explore the scale and proportion of planes and spaces more than strong visual forms and impact. We incorporated the concept of 'embedding' in the design of the shop's visual applications and in the overall design of the space.
In the graphic design, the character ‘黎' is the main element of the brand. We reconstructed the character ‘黎' in a geometric form, reinforcing the geometry of the character through the deformation of the strokes, and making hollow out the strokes where they overlap, meaning the concept of embedding and implantation.
We have placed the designed typeface 'Li' into a square outline and 'embedded' it in different scenarios, in takeaway paper cups and bags, in shop cards ...Giving the brand a strong sense of order and continuity.
Client: Li Coffee 黎咖啡
Design Time: 2022
Creative Director: Yu Hengchong
Design Director: Yang Ye
Graphic Design: Yang Ye
Interior Design: Fu Lianzhong / Yang Ye
Photography: Red Peach / Wu Nihui
Room 888, Mingchuang Mansion,
NO.707 South Tiantong Road,
Yinzhou District, Ningbo City,
P.R. China, 315000
1-608, Sanbao Cultural and
Creative Industrial Park,
No.50 Xueyuan North Road,
Gongshu District, Hangzhou
P.R. China, 310015
4F-Unit 1, 278 Jin Hu Road.
Shanghai, P. R. China. 200000