Branding /

Filtre Café


Visual Design

Branding Guildline

Package Design

Brand Image.jpg


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.—


Design Process

pleansnt_design process-05.png



Design System

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



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.


Figure 1: the first round of logo design.


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)