crew
Coffee Shop Branding

Located along a bustling street in Wan Chai, Crew is a vibrant day-to-day coffee shop that aspires to become the mini oasis in the neighbourhood. Soothing shades of forest green are applied across the interior and exterior of the shop, extending the calm and relaxing atmosphere to the adjacent pocket park for hanging out. By strategically opening up the outer wall with a large pane of glass and a takeaway window, baristas can easily communicate with customers in the park. At Crew’s corner, interactions between people, coffee and life matter most.

The brand concept of Crew is about the energy, spirit and bonding of a sports team that fights towards one goal, just as people working closely together as a crew. Its visual identity is delivered through circles and parallel lines, forming tracks and paths that resemble everyone’s journey in life; walked differently yet crossing each other’s. The graphical composition of parallel lines symbolizes movement, as well as side-by-side support among peers. The crossings represent huddles among friends and connections with new ones. Brewing at the heart of a multi-cultural community in Hong Kong, Crew hopes to become part of customers' daily routines and offer space for all kinds of interactions and conversations.

Credit:
Interior Design - Studio Ryte

© 2021 Charlie Yipp. Branding and Digital Design Studio. Hong Kong.

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