PDcoffee

Mobile coffee

Project:  PDcoffee 品牌規劃
Location:  Taichung City, Taiwan
Client:  PDcoffee
Design:  BYEn 百岩設計
Finish:  Brand Identity 品牌識別, VIS 視覺識別系統, Application 應用設計

Awards:
2017 A' Design Award and Competition (Iron)
2016 The Best Brand Awards (Runner Up)
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About PDcoffee
PDcoffee品牌的成立,是基於改變市場現況。咖啡在台灣快速地普及與市場逐漸地成熟,人們喝咖啡變得只是一種習慣、如例行公事般;然而卻鮮少思考這行為背後的意涵。對此,該品牌的核心思維為「回歸咖啡的本質」,希望透過原始的咖啡沖泡方式─手沖咖啡,以及行動餐車的經營,在每個地方提供完整的服務,來重新喚醒人與咖啡之間的情感聯結。
The establishment of PDcoffee builds upon a desire to transform the current state of the market. Coffee has quickly grown popular in Taiwan, with a market that is gradually maturing. However, drinking coffee has become habitual and routine, and the meaning behind it is slowly being lost. In response to this phenomenon, PDcoffee operates around a core concept: return to the essence of coffee. Through their original pour-over coffee brewing method and by providing complete services in convenient locations with their mobile shops, they hope to rekindle the emotional bond between people and coffee.

Approach
The logo design highlights the interplay between lowercase letter p and d. The magenta p symbolizes PDcoffee owners passionately holding up the coffee for their customers. Rotating the letter p counterclockwise by 180 degrees, we will see the yellow-orange d, which represents the customers carrying PDcoffee’s products in hands with expectation. To see the logo as a whole, the two letters are integrated together, indicating the interaction between PDcoffee and customers.
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Brand Associations
一系列的視覺設計,轉化標誌為親切、活潑的語彙,帶給人耳目一新而愉悅的感受。設計在動靜與繁簡之間有一定的變化邏輯,藉此勾勒出引人入勝的視覺印象。​​
Developed from the brand logo, the series of visual designs centers on vitality and activeness, attempting to deliver a sense of freshness and pleasure to the customers, whereas the consistency of the designs deeply delineates the image of the brand.
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Challenge
有別於一般咖啡實體店的被動經營模式,PDcoffee以行動餐車落腳各個觀光景點;因此,我們花了許多心思在「如何融入環境同時又能引人注目的識別特質」這件事上。  
As distinct from a typical coffee shop, PDcoffee is mobile, and can travel from one tourist site to another. We thus had to spend a large amount of time in researching and testing in order to form an identity that matches its surroundings, while still being conspicuous to the consumer.
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