Objective
The establishment of PDcoffee builds upon a desire to transform the current state of the market. Coffee has quickly grown popular in Taiwan, with a market that is gradually maturing. However, drinking coffee has become habitual and routine, and the meaning behind it is slowly being lost. In response to this phenomenon, PDcoffee operates around a core concept: return to the essence of coffee. Through their original pour-over coffee brewing method and by providing complete services in convenient locations with their mobile shops, they hope to rekindle the emotional bond between people and coffee.
Approach
The logo design highlights the interplay between lowercase letter p and d. The magenta p symbolizes PDcoffee owners passionately holding up the coffee for their customers. Rotating the letter p counterclockwise by 180 degrees, we will see the yellow-orange d, which represents the customers carrying PDcoffee’s products in hands with expectation. To see the logo as a whole, the two letters are integrated together, indicating the interaction between PDcoffee and customers.
Results
Developed from the brand logo, the series of visual designs centers on vitality and activeness, attempting to deliver a sense of freshness and pleasure to the customers, whereas the consistency of the designs deeply delineates the image of the brand.
