RAWR is about the contrast between the elegance of coffee and the power of caffeine. The main mission of RAWR is to portray the nature of drinking coffee into one simple logo.
The team started out by clarifying the basics of what the cafe is. RAWR is a cafe that specializes in coffee, located at Naiipa (meaning in the forest) Private Office Space, Bangkok, Thailand. The cafe itself is surrounded by trees which have stood resolutely for over thirty years. Therefore it is a place where people can escape from the high-rises, pollution, chaos of city life and enjoy a nice cup of coffee. The name RAWR signifies where coffee and forest intersects.
The beauty of coffee is its character. Visually; when you see a cup or someone drinking coffee, you get the sense of something simple, smart and elegant. On the other hand caffeine gives you power and energy. To visualize something that is so simple and stable yet powerful and energetic at the same time is the challenge of this project.
The grid of the logo comes from the shape that symbolizes the three key elements of the cafe - the coffee bean, coffee tube and the name “RAWR” itself.
