Inspired by personal experiences growing up in Guangdong, China, where the terms "involution" and "lying down" resonate deeply with the younger generation, expressing their dissatisfaction and struggles under relentless societal pressures. Inspired by these themes, PH COFFEE, the Coffee Pharmacy emerges as a place for the restless soul, transcending the superficial aesthetics of traditional coffee shops. Through a blend of design and functionality, PH COFFEE aims to address the emotional and psychological needs of its patrons, offering a space for relaxation, productivity, and social connection. This project explores the cultural significance of coffee, contrasts different coffee cultures, and conducts case studies to understand the pervasive issue of involution. The output of this project includes an animated promotional video showcasing the PH COFFEE concept, alongside a brand identity design featuring illustrations that capture the essence of the brand. By reimagining the coffee shop experience, PH COFFEE seeks to challenge existing norms and provide solace for individuals navigating the complexities of modern life.
Research - Concept Map
Branding
● Mission
To redefine coffee culture globally, creating a space where busy individuals can truly slow down, savor coffee, and discover themselves.
● Vision
To provide a unique spiritual nourishment and aesthetic coffee experience for those seeking an alternative to the noisy routines and competitive pressures of daily life.
● Core Values
Well-being, Authenticity, Inclusivity, Passion, Community, Mindfulness, Quality, Connection, Balance, and Care personally. These values are core to PHCOFFEE’s unique vision.
Logo Design
Order Card Design
Sleeve Design
Coffee Sticker Illustration
Scenes Design
Character Design
Storyboard
Animation
Pop-up Store
Postcards and Stickers
Postcards and Stickers
Sleeve
Sleeve (Macha Latte)
Order Card Design
