【 Le Café Pur 品萃咖啡 】
Chirs 是位從國外回來的廚師，在國外的這段時間很辛苦，離家背井闖蕩很孤單，也曾跌跌撞撞也曾迷惘過，但很高興他仍然秉持著最早為什麼要當廚師的信念撐了過去，也因到過很多不同地方看到了不一樣的世界，最後決定回到這塊熟悉的土地，只希望將最好的一切給予來品嚐他料理的客人。
從第一次見面討論想法時就感受到主廚對於料理的堅持與目標及打造一個友善環境的期望，就像設計報價費用超乎本身預算時，他們並不會像台灣的一些客戶選擇直接去砍設計費用的報價，而是選擇可以藉由剔除本身項目來將自己預算與設計報價達到一個平衡，而根據法規導盲犬是可以進餐廳的，所以也特別有交代要設計一個歡迎導盲犬入內的圖標標誌。
台灣的早午餐店或是咖啡廳大多只是使用純命名或是裝飾性很強的視覺形象，比較難找到賦予標誌設計下更深層的品牌意義或是願景，而這個標誌設計是將植物的葉子與咖啡豆的外型做為品牌核心的精神，並將其元素聚合出蝴蝶的外型，就是一個很簡單又很有記憶點的標誌了，同時也自我期許只要努力完善自己，自然能創造獨特的吸引力，也就如同花若盛開，蝴蝶自來，人若精彩，天自安排這句話所要表達的。
有鑒於現在食安問題嚴重，人工製品、化學添加物、香精與香料等充斥於我們的生活中，我們在不知不覺被這些非天然的食物矇騙了味覺。常常我們以為好吃的食物，其實對於身體的傷害更是我們無法想像，有的不肖店家追求創造CP值的同時，選擇低價的食材與人工調味料，而他們也不太在意犧牲掉客人的健康，台灣很多餐飲人沒有太多的背景也沒有雄厚的資源，但她們卻不忘初衷秉持著對料理的熱情與誠摯的信念，他們感謝願意選擇享用他們料理的顧客，藉以初心呈現出最真誠實在的料理與飲品。
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Chris had a tough time when he spent his early life around the world to polish his culinary skills. It’s his faith to become a great cook helping him overcome all the difficulties, depression, and distress that once hit him. After being away from home for many years, he thinks it’s time to go home and cook for people in his homeland.
I was fascinated by his characters when we had our first meeting. He is not like many owners I’ve met who care about cost and cost only. For example, as he wants to create an animal-friendly environment, he specifically asks me to design a welcome sign for guide dogs even though his budget is tight.
The logo is a combination of a leaf and a coffee bean which shaped like a butterfly collectively. The idea is from an old Chinese saying “花若盛開，蝴蝶自來，人若精彩，天自安排”, meaning butterflies (good things) will gather as long as you keep taking good care of flowers (yourself), which echo Chris’ faith and thus connecting the branding with the spirit of Le Café Pur.
At a time when market is flooded with food scandals and more and more owners are willing to sacrifice customers’ health for higher profit, a restaurant like Le Café Pur, despite being fledgling, who is willing to sacrifice some profit for the good of every guest waking into their shop is worth visiting.
Design ｜ Ti-Ming Chu Workshop
Photography ｜ 餐桌上的攝影師
Interior ｜ Jen-Li Yang
Print ｜ 張祐誠
Client ｜ Le Café Pur 品萃咖啡
Special Thanks ｜ Shih-Yung Chen, Eric Liu
