REBIRTH COFFEE 2.0 TM
Branding
Year: 2020
“Rebirth Coffee” is an independently designed and developed freeze-dried coffee brand, employing the “Taoist Five Elements” as its design motif. Through brand reconstruction, it achieves equilibrium between “Five Elements visuals and coffee flavour profiles”, bestowing upon Rebirth a renewed understanding and definition.
Built upon the concept of “allowing the harmony of the Five Elements to permeate human gustatory life”, this realises a boundless fusion of Eastern and Western elements. We utilise the Five Elements, each corresponding to one of the five coffee categories in Rebirth’s current product range and their accompanying confections. The “sense of boundlessness” achieved through the integration of colour palettes and coffee flavours is articulated on both visual and sensory levels, revealing the distinctive taste culture and experience of each coffee variety.
The new visual identity of “Rebirth 2.0” features saturated hues and lucid information, with its “boundless” fusion philosophy enabling users to swiftly differentiate product types through graphic and chromatic recognition. Simultaneously, the vibrant colours convey the brand’s positivity and vitality, facilitating rapid establishment of emotional resonance with users.
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