Project
Louisa Coffee VI
Role
Lead Brand Designer
Date
2017－2022
Type
VIsual Identity
The challenge
I led the development of a new brand system, covering visual tone, photography, packaging, advertising, and identity applications. Our team's aim is to refine the overall tone to better reflect the sophistication associated with "premium coffee."
Brand Personality
BEFORE
✶ Structure - Diverse design leads to brand identity confusion
✶ Hierarchy - Lack of clear information structure
✶ Clarity - Ineffective brand communication
AFTER
✶ Structure - Combines into one cohesive design
✶ Hierarchy - Clear visual guidance and text hierarchy
✶ Clarity - Strengthens the brand image by presenting a unified and cohesive visual identity
Before
✶ Style - Inconsistent color tones and photography style
✶ Layout - Lack of uniformity in layout
✶ Identity - Limited logo visibility and incorrect usage of fonts
After
✶ Style - Vibrant photography which aligns with brand style
✶ Layout - Standardized layout grid
✶ Identity - Correct usage of brand typography
before
✶ Structure - Diverse design leads to brand identity confusion
✶ Hierarchy - Lack of clear information structure
✶ Clarity - Ineffective brand communication
A4 Letter fold / Brochures
Multiple version
generic brochures
promotion brochures
After
✶ Style - Unified design for clearer guidance
✶ Layout - Standardized layout grid
✶ Identity - Updates on product imagery with improved visual aesthetics
A4 Letter fold / gerneric Brochures
Single version
10*21cm Card / Promotion & Campiagn
Acrylic display stand / Die-cut
What I DID
before
✶ Style - Different designs and usage scenarios lack guidance
✶ Layout - Less intuitive visual flow
✶ Identity - Images need updating to better align with the brand's new identity
A3 5mm foam board / Multiple version
After
✶ Style - Unified design for clearer guidance
✶ Layout - improvement on intuitive visual flowi
✶ Identity - Updates on product imagery with improved visual aesthetics
A3 5mm foam board / Single version
before
✶ Content - Incomplete product listings
✶ Format - Brochure size needs adjustment
✶ Design - Requires optimization to better align with the new brand identity
A4 Letter fold
After
✶ Content - Added comprehensive product listings
✶ Format - Adjusted the size of the product brochure accordingly
✶ Design - Re-designed and restructured the layout with a precise grid style
21*40cm Accordion fold
before
✶ Content - Not sufficiently coffee-oriented, fails to convey the ambiance of premium coffee
✶ Layout - Requires refinement
✶ Identity - Images need updating to better align with the brand's new identity
After
✶ Content - The visuals now place a stronger emphasis on premium coffee.
✶ Layout - The text differs from the poster below, leaning towards more evocative wording.
✶ Identity - Updates on product imagery with improved visual aesthetics
What WE DID
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Louisa Coffee / Assets