TASTE THE ART OF POETRY
cama café | National Palace Museum Coffee Visual Identity Design
cama café | National Palace Museum Coffee Visual Identity Design
cama café | 國立故宮博物院典藏《宋徽宗詩帖 卷》精品咖啡
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以墨入韻，啜飲詩帖
研磨文化，品味筆墨之外的留白
研磨文化，品味筆墨之外的留白
萃取詩詞意境，以精品咖啡風味演繹宋代美學
穠芳滿庭，晨露如醉，黃昏霞光下
願與蝶兒一同迷失在詩帖香徑中
穠芳滿庭，晨露如醉，黃昏霞光下
願與蝶兒一同迷失在詩帖香徑中
禮盒選色概念來自被譽為名瓷之首的天青色汝窯
傳說天青色汝窯來自宋徽宗的一個夢，命眾臣燒製出雨過天青的顏色
其色定名時，徽宗御批：「雨過天青雲破處，這般顏色做將來」
結合封面壓印詩帖詞句，呼應宋代美學的高雅素淨
傳說天青色汝窯來自宋徽宗的一個夢，命眾臣燒製出雨過天青的顏色
其色定名時，徽宗御批：「雨過天青雲破處，這般顏色做將來」
結合封面壓印詩帖詞句，呼應宋代美學的高雅素淨
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“Poem of Fragrance: Taste the Art of Poetry” extracts the artistic conception of
poetry, to interpret the aesthetics of classical Chinese poem on specialty coffee.
cama café pays tribute to one of the greatest calligraphy masterpieces from Song
Dynasty, presenting the design as a metaphor for the pursuit of Song Huizong’s
perspectives. Huizong, the emperor and calligrapher of the Northern Song Dynasty.
Following his calligraphic style - slender gold - the features being forceful yet elegant,
cama café uses a set of gourmet coffee gift box as a spring-board into Huizong’s
musings of life, rebuilds the scene description in his garden. The project is also a
combination of traditional Chinese culture and coffee culture in the modern-day.
poetry, to interpret the aesthetics of classical Chinese poem on specialty coffee.
cama café pays tribute to one of the greatest calligraphy masterpieces from Song
Dynasty, presenting the design as a metaphor for the pursuit of Song Huizong’s
perspectives. Huizong, the emperor and calligrapher of the Northern Song Dynasty.
Following his calligraphic style - slender gold - the features being forceful yet elegant,
cama café uses a set of gourmet coffee gift box as a spring-board into Huizong’s
musings of life, rebuilds the scene description in his garden. The project is also a
combination of traditional Chinese culture and coffee culture in the modern-day.
The visual concept reflects on the impression of poetic mood, leads the audience to
fully experience both vision and coffee aroma with our five senses. It is said that the
sky-blue Ru ware was a romantic dream from Song Huizong, he commanded his
ministers to produce potteries in the color of “sky blue after rain”. The gift box cover is
designed with the embossed poem phrases written by Huizong, showing the
elegance and restrainedness of the Song Dynasty aesthetics.
fully experience both vision and coffee aroma with our five senses. It is said that the
sky-blue Ru ware was a romantic dream from Song Huizong, he commanded his
ministers to produce potteries in the color of “sky blue after rain”. The gift box cover is
designed with the embossed poem phrases written by Huizong, showing the
elegance and restrainedness of the Song Dynasty aesthetics.
cama café merges floral fragrance from specialty coffee with Song Huizong’s poetic
atmosphere, all coffee lovers may also taste the art of poetry while enjoying a cup of
good coffee. The concept of designs traces the path of sky-blue china from the Song
Dynasty, combined with the imprinted poem phrases, representing the elegance and
restrainedness of the Song Dynasty aesthetics.
atmosphere, all coffee lovers may also taste the art of poetry while enjoying a cup of
good coffee. The concept of designs traces the path of sky-blue china from the Song
Dynasty, combined with the imprinted poem phrases, representing the elegance and
restrainedness of the Song Dynasty aesthetics.
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cama café | National Palace Museum Coffee Visual Identity Design
cama café | 國立故宮博物院典藏《宋徽宗詩帖 卷》精品咖啡
Client：cama café
Art Direction：Lung-Hao Chiang
Design：Lung-Hao Chiang、Noyi Li
Illustration：Noyi Li
Copy：Lung-Hao Chiang
Photography：Wei-Gang Xiao
Printers：MEEI JENG PRODUCTS MFG. 美正紙器
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