AOKKA VISUAL IDENTITY AND PACKAGING DESIGN
AOKKA STORY
AOKKA品牌主理人Robin是一位热爱咖啡、热衷于户外与记录的实干家.崇尚自由与烂漫,乐于分享自己的咖啡世界.十年前,他带着摄影师记录了重返澳洲墨尔本的咖啡之旅,让咖啡爱好者了解了更多关于精品咖啡的故事.
The founder of AOKKA Robin is a doer who loves coffee,feels passionately about outdoors and record.Advocating freedom and romance,willing to share his coffee world. About 10 years ago,he was back to Melbourne,Australia to recording coffee tour with photographer,to let coffee lovers know more about specialty coffee story.
Design Concept
荒野聚乐部
「独立和自由」是AOKKA的品牌精神，「荒野聚乐部」是AOKKA的品牌概念，是走出去冒险的决心和期待。分享不同的见解和故事，用出格的态度去面对未知，把生活⾥的记录变成宝贵的精神财富。
AOKKA是一个极具戏剧化，并且带给顾客丰富体验的咖啡品牌。用荒野的意向，体验浪漫的⾃由情怀，让大家走进咖啡的丰富视觉。
By introducing the aim of the wild club, Aokka relies on the sensual world of coffee to express the pursuit of independence and freedom, the determination and expectation of being adventurous, and face up to the unknown with an outlandish attitude.
The origin of Logo design
生于旷野,自由浪漫是对AOKKA品牌理念的极致浓缩,在旷野,公路指向标、帐篷、地平线等,我们找到了属于AOKKA的荒野地平线,
以此为概念转化成辅助LOGO.
COFFEE FOR RAWMANCE is extreme concentration from AOKKA brand concept,
In the wilderness,road beacon,tents,horizon etc.We find the wild horizon which belongs to AOKKA,with this concept into a secondary Logo.
Brand Visual Elements
COFFEE FOR RAWMANCE生于旷野,自由浪漫的设计理念支撑起整个品牌的视觉语言.
咖啡农作物生长于世界各地的荒野之中,经过培育、采摘、处理变成咖啡生豆,每一包咖啡生豆经过物流运输到达目的地,并拥有AOKKA的运输标签和独有的封口绳.我们将它们设计成专属为AOKKA的视觉语言,运用到品牌包装系统的设计中.
COFFEE FOR RAWMANCE,this design concepts to support the entire brand’s visual language.Coffee crops grow up in the wilderness around the world,after cultivating,harvesting,processing into green coffee beans.Each sack of green coffee bean though transportation arrives at their destination,and has AOKKA shipping labels and unique sealing rope.We design and use them into exclusive AOKKA’s visual language,also for brand packaging system.
RAWMANCE
[rɔ.mæns]
n.未经加工的原始的浪漫。
浪漫不一定要是甜美的、精致的、完美的、可控的，也可以是天然的、粗狂的、原始的、自由的。我们生于旷野，却自由浪漫。
RAWMANCE
[rɔ.mæns]
n.romance without processing.
Romance doesn’t to be sweet,delicate,perfect,controllable,or it can be natural,the original and free.We born in the wilderness,but free and romantic.
The System of Brand Color
绿色和荧光黄是AOKKA的品牌主色,
绿色是属于荒野的颜色,荧光黄的色彩灵感来源于户外产品和运输安全的标识.
黄色、蓝色为AOKKA的品牌辅助色,并且AOKKA的色彩体系也用于区分产品线.将咖啡豆产品线分为好奇系列(黄色)、探索系列(蓝色)和冒险系列(绿色).
AOKKA为不同消费者提供了多元化的选择，带领消费者从0开始一步步接近品牌的内核。始于好奇心，继而在探索中找到热情与坚持，最终在冒险中无限接近热爱，而冒险系列的绿色，也是AOKKA所热爱的自由浪漫的旷野。
Green and fluorescent yellow are the main color of the brand,green is part of wilderness,the color inspiration of fluorescent yellow is from outdoor products and the sign of transport safety.
Yellow and blue are the secondary color,moreover the color system also for distinguishing the product line.the product line is divided into three series- CURIOSITY(yellow),EXPLORE(blue) and ADVENTURE(green).
AOKKA provides varied options for different customers,we would like to guide customers at zero,to get closer to brand core step by step.Begins with CURIOSITY,then find enthusiasm and persistence in EXPLORE,eventually with infinitely close to passion of coffee from ADVENTURE,and the green is also the color of freedom and romantic wilderness which AOKKA loves.
Design & Photography
low key Design
Yaear
2021
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