MOVED BY COFFEE
In China’s heavily crowded coffee market, there was an absence of a true, high-quality artisanal coffee brand to satisfy real coffee connoisseurs – and the teaching facilities to train new coffee makers. ORIGO saw the lack of a luxury coffee brand in China as an opportunity to create its own territory and build a new benchmark.
It was imperative the brand identity reflect ORIGO’s artisanal craft with a visual language that shows pride in its Chinese roots and appeals to a discerning audience. To do so, we needed to share ORIGO’s unique approach of sourcing coffee beans, specialty roasting, creating artisanal blends and coffee training through a multi-layered visual expression that could capture the craft and attention to detail at every step of the process.
ORIGO’s visual identity needed to match the characteristics of their coffee – nuanced, detailed and sophisticated. The design concept ‘Moved by Coffee’ was inspired by the circular motion observed in each step of the coffee process - from the shapes of the berries, to the circular grinding of the beans, down to the final swirl through the filter and into the cup.
至臻 · 至新境
ORIGO的视觉需要符合咖啡的特性——细致入微、精致考究。我们的设计理念“Moved by Coffee”的灵感来自咖啡制作过程中的“圆”，无论是圆圆的咖啡浆果，豆子碾磨的过程还是最后咖啡从滤杯打圈缓缓流入杯中。