Brief:
The brand is a coffee shop that specializes in unique products. In order to achieve a concept that would fit their products specifically, the brand wanted to achieve a distinctive visual style, yet produced a standardized design language.
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Design Solution:
The “f(u)” stands for the calculation of the dependent and independent variables, using the concept of the function expression in mathematics, this unpredictable graphical change is reflected throughout the whole visual system, then input specific information of the brand based on the expression of the function. Thus, the concept is not only unique but also rigorous.
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Cultural Context:
Uniqueness and independence are the main features of this coffee shop brand. The visual design of the brand requires a unique style whilst being able to ensure rigorous standards.