TDC Awards

The TDC competition, established in 1953, is the longest running, most prestigious, global typography and type design competition. Now in its 70th year, these awards are all about how letterforms are used and drawn, recognizing typographic excellence and celebrating new typeface designs in all global languages.

2023 TDC Awards - Lettering

Buddyrich coffee

Agency Linshaobin design / Shenzhen + Buddyrich coffee / Shantou

Client Buddyrich coffee


Print / Packaging Design - Series

Annual ID



A small coffee shop of less than 30 square meters, the brand's IP image "Sloth" and the Chinese characters for coffee, as well as the address of the coffee shop and the local visual hammer (SHANTOU city landmarks: small park, department store building), were created in an experimental design process, through typography, fonts and illustrations. The branding is a fun and dynamic fusion of the address of the café and the local landmarks (small park and department store). The brand's visual assets and cultural values are covered, giving the brand a light-hearted, humorous and personalized experience, perfectly reflecting the brand's value of "the simpler the richer”.

2023 Awards

Total Points: 20

TDC Winner


Design Firm

Linshaobin design / Shenzhen

Client / Brand

Buddyrich coffee / Shantou

Creative Director

Shaobin Lin


Shaobin Lin


Yanpeng Chen

Type Designer

Shaobin Lin


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