PNC COFFEE VISUAL IDENTITY 2021
DESIGN CONCEPT
PNC COFFEE 2021 / PNC2021 滚水渌脚 / BRANDING DESIGN
OMO 面白设计
DESIGN / MIC
PHOTOGRAPHY / OH YEAH
PNC coffee是广州一家以外带和外卖为主的街边咖啡店。城市人快速的生活节奏，为生活四处奔走的复杂路径，连喝杯咖啡的时间也需要节省。通过视觉体现“奔走”，用日常的、市井的粤语谚语，以打乱字序的大字报表现“忙乱“的生活状态，提出呼吁：喂，饮杯啡啦（休息下吧），无论慌乱或紧张焦虑。
PNC Coffee，A sidewalk cafe in Guangzhou，mainly provides takeaway and take-out coffe.
With the fast pace of life，the citizens are always running here and there that they even can't stop for a cup of coffee.
The PNC coffee appeals to these busy citizens to take a break and relieve anxiety from their busy life by displaying posters with vivid slangs showing their hectic lifestyle.
“WALKING” / AN INFORMAL EXCHANGE WITH COFFEE
与“行走”这件事的关系 /与咖啡的非正式交流。
PNC coffee的咖啡需要打包带走或外送，所以无论哪一种购买路径，“行走”是享用产品前需要去做的事情。因此，“PNC foot”被设计出来讲述“行走”这件事。形态和延展来源于人日常的脚部和动作，通过扭曲变形来比喻慌急忙乱的生活处境。 “PNC foot”也是一种语言，用这种“肢体语言”来“讲”粤语方言，让这些耳熟能详的语言用视觉表达，用自嘲的态度提醒大家在生活中的状态，正视自己的处境。
Its relationship with the matter of “walking” / An informal exchange with coffee.
PNC coffee needs to be consumed on either a takeaway or delivery order. As a result, in whichever way of purchase, ‘walking’ is what you need to do before you enjoy the product. The “PNC foot” is thus designed to narrate the matter of “walking.” Its shape and extension are derived from the people’s feet and their daily movements, with its distortion being a metaphor for a hustling life. The “PNC foot” is also a language; it uses the “body language” to “speak” in Cantonese dialect so that these familiarized characters can be expressed visually to remind people in a self-deprecating manner of the state of our lives and to make us face up to our situations.
设计中粗犷的质感和粗重的字型，是从老城区中日常所见的旧门牌、旧纸品、手写大字报中汲取的灵感。将方言的字序打散后重组，运用字体不同字重和字宽进行混搭，是希望能因此获得不一样的阅读乐趣。
The rough textures and heavy glyphs in the design draw inspiration from the old door signs, used paper products, and big-character handwritten posters seen every day in old towns. The order of the characters of the dialect is broken up and reorganized so that they can be mixed up in different weights and widths of the fonts, with the hope to produce unusual reading pleasure.
生活化、非正式的交流是PNC coffee所偏向的角度。上述的设计方式和方言的运用就是为了让咖啡更加日常：一杯咖啡可以走着喝，不需要端端正正坐着品尝。不去对咖啡做什么定义，因为咖啡仅仅是日常生活中的很小一部分。生活该怎么走，该往哪走才是需要被考虑的事情。而PNC coffee在扮演的角色，是一个“休止符”。PNC coffee，People need coffee ，人们需要咖啡，也需要停下。
A life-oriented and informal exchange is the perspective that PNC coffee favors. The above design approach featuring the use of the dialect is meant to make coffee more day-to-day: A cup of coffee can be sipped while one is walking, with no need to sit upright for its enjoyment. We do not intend to define coffee, which is only a very small part of everyday life. How we should walk in life and where we are walking towards are the matters that need to be considered. The role of PNC coffee is that of a “rest” in musicology. PNC coffee refers to that “People need coffee.” People need coffee, and they need to take a rest.
PNC COFFEE 2021
PNC2021 滚水渌脚 / BRANDING DESIGN
OMO 面白设计
DESIGN / MIC
PHOTOGRAPHY / OH YEAH
