JIU JIU COFFEE

This is the VI design for the physical restaurant JIU JIU COFFEE that adopts two business operation modes of "Daytime Café, Nighttime Bar", perfectly matching the lifestyle of young customers. The Chinese character "Jiu" is the traditional form of the largest number in the decimal system for a representation of completeness and perfection and implication of the end of the cycle, fitting the transition between “day coffee” and “night wine” business operations modes. Plus, "Jiu" also means infinite possibilities to convey the brand's philosophy of encouraging consumers to explore more about life.
Its color scheme is based on the aesthetic preference of the young. The VI design chooses bright orange as the main color, supplemented by white, black, and coffee color. It also has the corresponding packaging for days and nights. The daytime coffee packaging is simple without unnecessary decorations for a symbolization of the fresh new day. The bag features the Chinese character "coffee" outlined in brushstrokes with an orange sticker printing the brand's English name on the top. Such a design mixes Chinese and Western cultures to highlight the inclusiveness of the two cultures through their collision. The bright-colored nighttime beer packaging has fun slogans for an entertaining atmosphere.
The new VI work of JIU JIU COFFEE shows its unique positioning and values to young consumers while attracting more consumers with its highly recognizable design and enhancing its brand awareness.