THE VISUAL LANGUAGE THAT IS USED TO INFORM CUSTOMERS DIFFERS CONSIDERABLY TO THAT OF MELBOURNE COFFEE SCENE, SO CULTURAL IDEAS ON COLOUR USE AND TYPOGRAPHY WERE A CHALLENGE. THE CLIENT INSISTED ON THE USE OF AN EXCLAMATION MARK, SO WE DECIDED TO USE THIS SYMBOL TO DENOTE THE PORTAFILTER OF THE ESPRESSO MACHINE AS THE PRIMARY LOGO.
Ricarica is a take-away coffee company located in Southern China. The visual language that was created to inform customers, differs considerably to that of the Western coffee scene, so cultural ideas on colour use and typography were a challenge. The client insisted on the use of an exclamation mark, so we decided to use this symbol to denote the portafilter of the espresso machine as the primary logo. The roll-out of the visual identity consisted of digital and print media. The bilingual website has become a platform for coffee information and events in and around Southern China, with majority of the users being on mobile. Tasting cards were also important to inform and educate customers of the different coffee choices.
— Brand identity
— Visual language
— Identity application (across print and digital mediums)
— Comprehensive Brand Style Guidelines