Pakka Coffee Shop: A Blend of American Street Style and Coffee Culture

Creating an Interactive Communication Space for the Young and Fashionable

Inspired by the graffito elements found in street art, the design team at Sersen Shenzhen Brand Consulting incorporated handwritten lettering into the brand image of Pakka Coffee Shop. This casual and spontaneous style brings a sense of familiarity and approachability, bridging the gap between traditional Chinese views on elegant coffee culture and the brand's message of spontaneity, freedom, and exquisite taste.

One of the standout features of the design is the color scheme. The team carefully selected blue and orange, creating a striking contrast that exudes confidence, vigor, personality, and self-expression. This modern yet retro combination resonates with the aesthetic and emotional needs of contemporary young consumers, leaving a lasting impression of the brand.

Located in Shantou, Guangdong Province, the Pakka Coffee Shop project began its design journey on February 25, 2021, and opened its doors to the public on June 6, 2021. The design team's extensive research on coffee consumption trends in China influenced their vision for Pakka. With the aim of promoting the development of local coffee culture, Pakka seeks to integrate coffee into the daily lives of the Chinese masses, making it more accessible and relatable.

One of the main challenges faced during the design process was how to effectively highlight the brand image and establish an emotional connection with consumers. The team tackled this by creating a simple yet impactful design that ensures brand unity and recognition. The versatile visual elements of the brand can be easily applied to various media platforms for effective marketing and promotion of peripheral products. Additionally, the underlying brand culture behind the logo attracts like-minded consumers, fostering a sense of community.

The Pakka Coffee Shop logo represents the essence of the brand culture and style. It embodies a young and friendly image, making the brand easily recognizable and promoting the integration of coffee into the daily lives of the public. It serves as an abstract representation of the interactive communication space provided for like-minded users.

This exceptional design has been recognized for its creativity and ingenuity, receiving the Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2023. This prestigious award acknowledges designs that demonstrate outstanding technical and creative skills, contributing to improvements in quality of life and making the world a better place.