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Coffee Can 是由中信集团创立的精品咖啡品牌,品牌创立的初衷是希望区别于现有的传统精品咖啡品牌的趋向小资,表达晦涩,带有距离感的固定形象,而是回归咖啡原本的简单,友好,而纯粹的形态,同时,希望能通过品牌的创新塑造,以美味的咖啡作为桥梁,连接并挖掘更多的可能。Coffee Can的品牌设定包含两层意义,一是can即易拉罐,稀松平常而又简单日常的元素,正是一杯咖啡本身简单而美好的意义,而Can又有可以,能的解释,是一种肯定的,自信的,年轻的表达,一杯简单美味的咖啡却可以给人带来多重丰富的感受,同时又能汇聚不同的群体,有着独特的魅力- 简单美好的咖啡可以让生活充满无限可能。设计将品牌的双重含义进行了有趣的传达,通过易拉罐的拉环与感叹符号的结合,演绎了内涵丰富同时令人印象深刻的品牌符号。在设计延展上,通过强化品牌符号的应用和表达,设计结合了产品,包装,展示和空间等不同纬度的媒介,以当代年轻的语言,展示了统一明确且独特创新的品牌形象。

Coffee Can is a premium coffee brand which is found by Chinese large enterprise group - CITIC Group. There are common perceptions that the premium coffee shops usually have black and white brand visuals, cold industrial interior style and obscure coffee menus. The goal of Coffee Can is to break this distant image of the premium coffee brands in China. The brand wanted to reinvent the simple and friendly image of the coffee, bring more fun and possibilities to the consumers. The name of Coffee Can has two meanings: one is the ring- pull can, which is so normal and simple that just like a cup of tasty coffee; the other one is the “can” that means capability. A simple cup of coffee can offer you so many things: It can cheer you up, warm you up and also can bring people together.
Design integrated these two meanings into a simple and unique logo, which is an exclamation mark that looks like a ring from the can. Starting with the iconic logo, design build a rich and fun brand image with a consistent visual language. Design reinforced the power of the brand logo by integrating it with different brand medias, such as product, packaging and interior.

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