中啡 FEI CAFE
ART DIRECTOR: Nod Young / Guang Yu
DESIGNER: Hu Wen
YEAR: 2021
CLIENT: 中啡 FEI CAFE
In China, only Yunnan and Hainan produce coffee, and 99% of that comes from Yunnan. After three
generations of hard work, Yunnan has become a popular coffee farm in the global coffee market in recent years. As a major local coffee brand from Yunnan, FEI CAFE is responsible to introduce
Yunnan coffee to the public, and our cooperation with FEI CAFE carries with it a sense of mission
and responsibility.
With the advantage of a self-built factory, FEI CAFE is more affordable compared with its substitutes and targeted the public. Our design strategy is to create a rustic, friendly and local image of FEI CAFE to lower the threshold for consumers, improve recognition for the product and effectively control the cost of the process, thus achieving a uniform specification of quality. In the packaging design, we use kraft paper for a rustic finish, categorize different products through different colors, and reinforce the Chinese language in the brand image, so that Yunnan coffee has its own design language that can compete with the external environment.
With the advantage of a self-built factory, FEI CAFE is more affordable compared with its substitutes and targeted the public. Our design strategy is to create a rustic, friendly and local image of FEI CAFE to lower the threshold for consumers, improve recognition for the product and effectively control the cost of the process, thus achieving a uniform specification of quality. In the packaging design, we use kraft paper for a rustic finish, categorize different products through different colors, and reinforce the Chinese language in the brand image, so that Yunnan coffee has its own design language that can compete with the external environment.
在中国，只有云南和海南生产咖啡，而其中 99% 来自云南，云南咖啡经历三代人的努力，近年来已经成为全球咖啡市场中的热门产区。中啡作为一家来自云南本土的大型咖啡品牌，他们的责任和愿景是希望让公众通过中啡来真正了解云南咖啡，我们与中啡的合作中也带着这样一种使命感和责任感。
中啡有着自建工厂的优势，所以产品定价更加亲民，锚定的用户群体是大众。我们的品牌视觉策略是通过质朴的、友好的、本土化的特征来塑造中啡，降低消费者理解门槛，提高单品识别性，并有效控制工艺成本，从而实现品质的统一规范。在产品矩阵的设计上，我们使用牛皮纸来定义质朴的本色，通过不同的色彩来规划不同的产品形态，同时强化中文在品牌形象上的占比，使云南咖啡拥有属于自己的、能与外部环境竞争的设计语言。
中啡有着自建工厂的优势，所以产品定价更加亲民，锚定的用户群体是大众。我们的品牌视觉策略是通过质朴的、友好的、本土化的特征来塑造中啡，降低消费者理解门槛，提高单品识别性，并有效控制工艺成本，从而实现品质的统一规范。在产品矩阵的设计上，我们使用牛皮纸来定义质朴的本色，通过不同的色彩来规划不同的产品形态，同时强化中文在品牌形象上的占比，使云南咖啡拥有属于自己的、能与外部环境竞争的设计语言。
