JOOK COFFEE Visual Identity
JOOK's Taste Awakening project aims to bring out a rich layer of the original aroma of coffee, using layers of taste and richness to awaken your dormant state and allow you to enjoy a new taste in the moment.
The design starts with the layers of flavour, separating the logo into JOO/OOK and using it as a supporting graphic for communication. On the one hand, it can promote brand communication, and on the other hand, it can reflect the unique taste brought by the layers of taste, just like people are independent individuals, but when a friendly relationship is established, there will be more affection and strength between people.
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JOOK 的这场味觉唤醒计划希望将原始的咖啡香气带出丰富多样的层次感，层层味觉和丰盈口感唤醒你沉睡的状态，全新研制的口味让你享受当下，这种味觉感受就真的很OK！
设计上从味觉的层次感入手，将Logo拆分成JOO/OOK，将其作为辅助图形进行传达，一方面能促进品牌的传播，另一方面也能体现味觉层次感带来的独特风味，就像人与人之间都是个体，但是建立了友好的关系之后，人会更加的亲和有力。
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