AOKKA
low key Design Company• Date added
• Date added
AOKKA is a coffee brand based in Shanghai that was established in 2013. Its founder, Robin, is a person who embodies a love for coffee, a passion for the outdoors, and a desire to document experiences. Eager to share his coffee world with others, Robin travelled back to Melbourne a decade ago to document a coffee tour with a photographer, providing coffee lovers with an in-depth look into the specialty coffee stories.
Shanghai-based design studio low key Design Company developed AOKKA's visual identity and packaging design.
Client
AOKKA
Year
2021
Creative Director
Jieru Chen
Graphic Designer
Jieru Chen
Photographer
Jieru Chen
Typefaces in Use
AOKKA is a coffee brand based in Shanghai that was established in 2013. Its founder, Robin, is a person who embodies a love for coffee, a passion for the outdoors, and a desire to document experiences. Eager to share his coffee world with others, Robin travelled back to Melbourne a decade ago to document a coffee tour with a photographer, providing coffee lovers with an in-depth look into the specialty coffee stories.
Shanghai-based design studio low key Design Company developed AOKKA's visual identity and packaging design.
The COFFEE FOR RAWMANCE concept is a prominent aspect of the AOKKA brand. It embodies the adventurous and untamed spirit of the brand, as seen in the natural landscapes of the wilderness, including road markers, tents, and horizons. The term "RAWMANCE", coined by low key Design, represents romance without processing, where the concept of romance is depicted as being natural, original and free, rather than sweet, delicate, and perfect.
The visual language of the brand is supported by this concept, with elements such as green coffee beans and shipping labels incorporated into the packaging design. Additionally, the concept is integrated into a secondary logo that symbolises the wild horizon belonging to AOKKA.
The packaging design took inspiration from the transportation journey of coffee beans. Each sack of coffee beans is distinguished by AOKKA-branded shipping labels and secured with a distinctive sealing rope.
"The COFFEE FOR RAWMANCE concept is a prominent aspect of the AOKKA brand. It embodies the adventurous and untamed spirit of the brand, as seen in the natural landscapes of the wilderness, including road markers, tents, and horizons."
The visual identity of AOKKA is predominantly characterised by green and fluorescent yellow, with green symbolising the wilderness and fluorescent yellow being inspired by outdoor products and transportation safety. The brand's secondary colours are yellow and blue, which also serve to distinguish the different product lines. The product offerings are divided into three series: CURIOSITY (yellow), EXPLORE (blue), and ADVENTURE (green), allowing customers to explore the brand's core values.
"The visual identity of AOKKA is predominantly characterised by green and fluorescent yellow, with green symbolising the wilderness and fluorescent yellow being inspired by outdoor products and transportation safety."
low key Design Company
low key Design Company is an independent design studio based in Shanghai, specialising in graphic design that helps brands build connections with their audience.
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