Chinese characters are one of the earliest forms of written language and an integral part of Chinese culture. Evolved over several thousands of years from pictographs of an item, action, event, etc. The possibilities that their evolution offers, are sometimes intrigued by designers. An awarded creative agency in Kuala Lumpur, A Paper Creative, who prides itself in trusting the simple tools of a pen and paper, saw an opportunity in the Chinese letters in the name of 醒醒咖啡, their new branding and packaging client.
Xǐng xǐng kā fēi branding and packaging concept proves how prime printing techniques and thoughtful design details can elevate a brand to a premium experience
醒醒咖啡, which reads xǐng xǐng kā fēi in mandarin, is an instant coffee brand with natural enhancers like maca and guarana, that are mixed into the coffee blend to drive energy and libido.
The new brand logo designed by A Paper Creative draws inspiration from the name 醒醒 “wake” and 咖啡 “coffee” and it is developed with meaningful tweaks of the pictogram that resembles liquid being poured into a mug, while the sign for “day” and “night” can be varied, allowing the brand to have a various lineup of drinks that are consumable day or night for the future.
The supporting elements heavily lean on contemporary design aesthetics for premium print products, from gold foil effects and embossing used in the logo.
The supporting elements heavily lean on contemporary design aesthetics for premium print products, from gold foil effects and embossing used in the logo. Familiar oriental elements are used in an elegant way, such as the majestic mythical creature of a dragon, which is known to represent male power, the deep red color tones, signaling strength, passion, and love. While the base beige color signals for natural origins. The subtle nod towards the product inside – coffee grains – is done by the beautiful background illustration created with the pointillism technique.