MOVED BY COFFEE
In China’s heavily crowded coffee market, there was an absence of a true, high-quality artisanal coffee brand to satisfy real coffee connoisseurs – and the teaching facilities to train new coffee makers. ORIGO saw the lack of a luxury coffee brand in China as an opportunity to create its own territory and build a new benchmark.
It was imperative the brand identity reflect ORIGO’s artisanal craft with a visual language that shows pride in its Chinese roots and appeals to a discerning audience. To do so, we needed to share ORIGO’s unique approach of sourcing coffee beans, specialty roasting, creating artisanal blends and coffee training through a multi-layered visual expression that could capture the craft and attention to detail at every step of the process.
ORIGO’s visual identity needed to match the characteristics of their coffee – nuanced, detailed and sophisticated. The design concept ‘Moved by Coffee’ was inspired by the circular motion observed in each step of the coffee process - from the shapes of the berries, to the circular grinding of the beans, down to the final swirl through the filter and into the cup.
至臻 · 至新境
在中国竞争激烈的咖啡市场中，还没有一个真正高品质的手工咖啡品牌即能满足咖啡鉴赏家的高标准，又不断为咖啡行业培育和输送人才。凭借商业的前瞻智慧，咖啡专业与匠心精神，ORIGO洞见到了在精品咖啡市场中占领一席之地并树立标杆的机遇。
ORIGO精品咖啡的视觉语言不单单要反映中国文化底蕴的自豪感，也要独特而富有吸引力。从全球寻豆、定制烘焙、手工冲配到咖啡培训，我们通过多层次的、细腻的视觉表达展示ORIGO在制作过程中的匠艺和对细节的专注。
ORIGO的视觉需要符合咖啡的特性——细致入微、精致考究。我们的设计理念“Moved by Coffee”的灵感来自咖啡制作过程中的“圆”，无论是圆圆的咖啡浆果，豆子碾磨的过程还是最后咖啡从滤杯打圈缓缓流入杯中。
Client
Origo Coffee
Branding Manager: Guan Lipei
Client services/Designers/Strategists
MetaDesign Beijing
Client Services
Senior Client Manager: Jiang Wenwen
Senior Client Manager: Jiang Wenwen
Design
Associate Creative Director: Siuming Leung
Designer: Dan Liu, Mondo Meng
Associate Creative Director: Siuming Leung
Designer: Dan Liu, Mondo Meng
Motion Designer: Meimei Luo
Strategy
Associate Strategy Director: Owen Li
Brand Consultant: Lori Luo
Brand Consultant: Lori Luo
