Brand Identity for Crew Coffee Shop
Located along a bustling street in Wan Chai, Crew is a vibrant day-to-day coffee shop that aspires to become the mini oasis in the neighbourhood.
The brand concept of Crew is about the energy, spirit and bonding of a sports team that fights towards one goal, just as people working closely together as a crew. Its visual identity is delivered through circles and parallel lines, forming tracks and paths that resemble everyone’s journey in life; walked differently yet crossing each other’s.
The type logo plays with a bold in-continuous outline to reinforce the concept of energy, dynamics and interactions. The outline associates strongly with the concept of tracks and paths, which plays well as the holistic design language along with the other visual elements. Through movements created by rhythmic lines, the logo speaks for the fun and playful side of Crew. Compensating of the gaps between the rhythmic lines, the tracking of the letters are tightened to create a feeling of staying close together.
The graphical composition of parallel lines symbolizes movement, as well as side-by-side support among peers. The crossings represent huddles among friends and connections with new ones. Brewing at the heart of a multi-cultural community in Hong Kong, Crew hopes to become part of customers' daily routines and offer space for all kinds of interactions and conversations.