Branding /

Filtre Café

2016

Visual Design

Branding Guildline

Package Design

Brand Image.jpg

Overview

The Filtre Cafe's goal is to serve customers with the best cup of drip coffee, been filtered through many layers.  The company was a start-up small business. I help them to build their brand from visual concept to a branding guideline and they therefore secured funding.

Target Audience: 30-somethings base

Client: Filtre Cafe Co.— http://www.filtrecafe.com/

 
 
 
 

Design Process

pleansnt_design process-05.png

Logotype

logotype-03.png

Design System

Using the Fertigo Pro Font - Regular and editing the details.

filtrebranding-02.png
filtre.jpg
 

Ideation

My original design concept came from the coffee filter's wavy appearance, therefore I applied the idea to the letter "F" of the Logo, representing the process of coffee filtration from top to bottom. Beside the cup icon is a smaller letter "C" in a simple font style, expressing warmness and also visualizing a classical aesthetic.

photo002.jpg

Figure 1: the first round of logo design.

logotype-01.png

Figure 2: the second round of logo design: choosing the typeface that matches the icon the most.

 

Visual Identity

Figure 3: Clean style —— Letter, Envelope, Business Card

Packaging Design

Figure 4:

(1) Hot foil stamping (Drip box cover)

(2) Drip box (open)

(3) Coffee bean bag and box (with labels)

(4) Drip bag (5 flavors)