这是一款39周年纪念包装。起始于80年代初的福山咖啡，从开垦荒地，选种，种植，到潜心研究咖啡风味，建立品牌，已历经2代人的传承。福山镇是中国海南最早种植咖啡，品饮咖啡的地方。至今当地农民还保留着传统手工炒制咖啡的方法，许多老年人仍在家中自己煮咖啡。我们想将咖啡这种市井的，朴素的一面还原出来。希望咖啡不是“精致生活”的工具，而是扎根在土地之上，最日常的事物。
这套视觉将文字“福”与“fushan”进行多种图像性变化，一来希望将福山咖啡种植区连绵不断的低山缓坡表达出来，展现咖啡更自然质朴的一面；二来希望以“福”去承载老百姓日常生活中最朴素的愿望。整体风格致敬80年代那种鼓足干劲，开扩进取的时代精神，也以此为起点，探索在此基础上更年轻现代的表达。
This is a set of package design for 39 years anniversary. FUSHAN coffee, originated in the early 1980s China, has passed down to second generations. Starting with bare land, seed selection, plantation, FUSHAN coffee delicately present the flavor of their beans and established their brand off from that. Fushan town is one of the first city that started planting and drinking coffee in Hainan, China. Many traditional coffee-brewing process are still preserved and utilized by the local villagers today. We want to present the rustic and homeliness side of FUSHAN coffee, and hoping that coffee isn’t a tool for an exquisite life style, but an everyday, down to earth enjoyment.
This set of visual design is a variation of the Chinese character “FU”(meaning luck and fortune) and the English of the town “fushan”. On the one hand, we want to reflect the incessantly mountain landscape of the coffee plantation in Fushan; on the other hand, we want to use the Chinese word FU to bare the most simple wish of people’s daily life. Based on the 1980s hard-working and explorative spirit, we are developed a younger and more modern design language for today’s FUSHAN coffee.
设计公司：北京智力有限设计工作室
客户：福山咖啡
艺术总监：邓雄均
创意总监：容瑢
设计师：邓雄均/段岩松/马有元
摄影师：马有元/段岩松
