Client : TOPPED OFF
Date : MAR, 2022
Design : 臨時開張 OPENO.HK
Photography : 臨時開張 OPENO.HK
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Concept :
「 TOPPED OFF 」是坐落于武汉的连锁咖啡品牌，经过5年的沉淀迎来品牌升级。
TOPPED将品牌定位“轻、快、省”的轻型快销品牌，高频次的外带消费，短暂的时间停留以及极具性价比的优质咖啡。
「 TOPPED OFF 」现有品牌本身没有明朗的含义及中文标识，缺乏传播性导致且与新品牌定位之间存在矛盾点。
为解决这一问题，我们将「 TOPPED OFF」两个单词的直译「 之最、剔除」释义为「 提取 」，
把从咖啡豆中提取Expresso的行为转化为品牌行为特征，通过一些列针对「提取」概念的创意玩法，强化消费者对「 TOPPED OFF 」的品牌认知。
在视觉识别性上，我们使用「 ⇈ 」双箭头这个大众认知度较高的符号作为品牌标识主要组成部分，
通过底部线条的像素错位，延伸出双箭头的方式强化「 提取 」的概念。
像素错位的视觉元素也会延展到包装、图标、物料等应用中。
色彩上以白底黑字为基调，视觉上更「 简洁轻快 」，搭配跳动的辅助色赋予整体视觉活力。
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"TOPPED OFF" is the chain coffee brand is located in wuhan, after 5 years of precipitation for brand promotion.
TOPPED the brand positioning of "light, quick, province" brand light fast pin, high frequency to go consumption, short time and highly cost-effective high-quality coffee.
But "TOPPED OFF" existing brands itself has no clear meaning and Chinese label, with the new brand positioning, but lack a disseminated lead to contradiction between points.
To solve this problem, we will "TOPPED OFF" two words of the literal translation of "the most, excluding" stood for "extraction",
From the behavior of extracting Expresso coffee beans into brand behavior characteristics, through a series of according to "extract" the concept of creative play, strengthen consumer brand awareness of "TOPPED OFF".
On the visual recognition, we use "⇈" double arrow the public awareness of higher symbol, as a major part of brand identity,
The concept of "extraction" is reinforced by the way of extending the double arrow through the pixel dislocation of the bottom line.
Pixel-misaligned visual elements also extend to packaging, ICONS, materials, and other applications.
It IS FUNDAMENTAL KEY WITH WHITE BOTTOM BLACK WORD ON COLOUR, ON THE VISION MORE "CONCISE AND LIGHT", THE AUXILIARY COLOR THAT TIE-IN BEATS GIVES INTEGRAL VISUAL VITALITY.
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Copyright © 2022 臨時開張 OPENO DESIGN. All rights reserved.
Copyright © 2022 臨時開張 OPENO DESIGN. All rights reserved.
