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duong vo
GRAPHIC DESIGNER
nook coffee
YEAR: 2021
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JOB POSITION: Freelance Graphic Designer
Nook Coffee is a specialty coffee shop grows to be a familiar coffee brand for urban people could connect and enjoy the outdoor environment in the LAB Anti-mall area.
Nook Coffee aims to provide services of the highest quality to the customers, give wakefulness and empower the customers so they can reach beyond the limits
SHOWCASE
CONCEPT
The new Nook
Nook Coffee was established in 2018 and is on its way to assert its position in the coffee market and in the hearts and minds of customers. Therefore, the re-branding of Nook Coffee has to bring a new personality to the brand but still ensure familiarity with existing customers in terms of marketing.
Nook Coffee's vision is to bridge the gap to form a community. By creating a safe place for friends and strangers alike, people can socialize and take some time to recharge or escape the outside world while they're in Nook.
With a new look, Nook coffee wants to strongly convey the message "Serving for love" through friendliness, warmth and positive energies.
APPROACHES
As Michael Evamy writes in his book Logo, he says that because wordmarks are created using only letters, “Words carry meaning; Typefaces convey personality. ". By choosing the right typeface, a brand can express its personality to its customers.
Nook defines itself as a friendly cafe with positive and dynamic energies. Therefore, in the new wordmark logo, the width of all letters has been adjusted to be larger to bring out those vibes.
Nook Coffee is owned by 2 Koreans living in California. This storyline inspired a lot during brainstorming because tweaking the font wasn't enough to make a logo stand out in the market. Thus, an iconic feature was added to the wordmark by stylizing the letter "K". The idea for stylizing was inspired by the brushstrokes in the letters written in Korean calligraphy. We believe this feature is a trademark for a Korean-origin coffee shop.
With a mission to provide the highest quality service to customers and a quiet space to meet and recharge, Nook wanted to bring these vibes into the logo. Therefore, the typefaces used in both the old and new versions are serif. However, in the new logo, the design of the serif has been simplified but still ensures a sense of peace and high quality.
As for the illustration, besides the characteristics of Nook Coffee as mentioned above, all the characters are inspired by Nook Coffee employees and their daily working activities. They are young, friendly, and enthusiastic. They are here to lift the mood of every customer they meet and serve with their positive energies.
Nook Coffee is located in California, the most populous state of the United States, famous for its mountains, deserts, beaches, waters, and valleys. In addition, when mentioning one of the most famous features of California, people immediately think of the grizzly bear - the state's iconic animal.
From these ideas, Nook wants to put these features into illustrations to remind customers of Nook Coffee's unforgettable location, then showing them in their merchandises
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