SLAB TOWN COFFEE - Branding
「We collected the fragments and gradually polished them into a" complete "slab.」
At the beginning of the year, we received the commission from Seven, the manager of SLAB TOWN, to design the vision for his new brand. After listening to Seven's general ideas and concepts, we were more in favor and appreciate it As expected, we made very smooth progress.
The LOGO was basically confirmed in the first week of the proposal, and there was enough time left to sample the materials. Thanks to Seven, the plane vision of SLAB TOWN COFFEE, which we cooperated with, could be presented.
"The idea comes from a hippie town in a movie into the wild, which really exists in the desert of Southern California. Originally named slab city. I prefer the word town, so I changed it. "-Seven
When we tried to understand the real Slab City, which is completely free without government restrictions, we are shocked that it has no water and no electricity. In the hottest summer, the temperature can reach 50 degrees. So many free souls live in this city in which the condition is unfriendly to live. Every household has a power generation plate on the room or car roof. This power generation plate is a "slab" of a sudden flash of light for us, and SLAB itself means "a slab" So we try to draw a "slab" from different perspectives, which seems to be a very simple geometric figure.
We constantly adjust the scale to make it appear the most comfortable way in our minds. Typesetting the English LOGO on the slate seems to be just right, with a little retro feeling, which is just what we want.
「我们将片段收集，逐渐打磨成一块“完整”的板」
年初收到SLAB TOWN 主理人Seven的委托为他新的品牌设计视觉，在听完Seven大致的想法概念，更多是赞同与欣赏。也如预期，我们进展得非常顺利，在第一周提案时LOGO基本已经确定了，剩下有足够的时间落地物料打样。因为有Seven才有我们一起配合下来的SLAB TOWN COFFEE的平面视觉呈现。
“想法来源于一部电影《into the wild》中的一个嬉皮士小镇，他真实存在于南加州的沙漠中。原名叫slab city。我更喜欢town这个词，于是就改了”——Seven
当我们去了解现实中的这个没有政府约束的、完全自由的Slab City时，震惊于它没有水、没有的电，夏天最热的时候，温度可达50度，对居住并不友好的这座城市住着那么多自由的灵魂。每户人家房顶或者车顶都有一块块的发电板，这块发电板，对于我们来说，是灵光乍现的一块“板”，而SLAB本身也是“一块板”的意思。
于是我们尝试绘制不同视角的「板」，看似非常简单的一个几何图形，我们不断地调整比例，让它的呈现是我们心目中最舒适的样子。
将英文LOGO排版在石板上，似乎也恰到好处的有一点点复古的感觉，这也刚刚好都是我们想要的样子。
Client：Slab Town Coffee
Year-2020
「Happiness only real when shared」
