CREATIVE DIRECTOR : JIWON BAIK, YOUNJIN JEONG BRAND DEVELOPMENT : URBANTAINER + META DESIGN BRAND NAMING : URBANTAINER + LAB BRAND BRAND IDENTITY DESIGN : MINJEONG CHOI,YEJee LEE INTERIOR DESIGN : DONGwook kim, jinyoung yoon, mijeong park, yongmin mun, HYUNWOO Sa, sungeun cho MOTION GRAPHIC : URBANTAINER + PIVOTE STUDIO
Bracket cafe is a new culture platform and a space for experiencing authenticspecialty coffee. The brand is designed to lay a new standard out in quality and originality, also offer variety of activities and education as a leader of trendy coffee culture in local community.
[BRAND IDENTITY DESIGN AND NAMING]
“BRACKET”, PIONEER OF AUTHENTIC COFFEE CUTURE IN CHINA
The pioneer introduces ‘Sanctuary of Soulful Coffee’.
The pioneer leads to the journey to explore richness of real coffee culture in China.
A brand to experience real taste of coffee, and to spread the true knowledge of coffee.
Fill in your own bracket of coffee, with Bracket’s finest selection of high quality coffee.
“BRACKET” describes a coffee place for people to get connected. in english, this word also refers to a group of people. e.g. high income bracket, middle class bracket, etc.
We plan to reproduce BRACKET narrative into the space which will be the overall process of providing a cup of coffee that people can’t easily miss out, by exposing how BRACKET deals with coffee process in its own way as much as possible.
[VISUAL SYSTEM DESIGN AND MARKETING COLLATERAL]
The visual system design are a natural continuation of the brand logo and therefore provide a consistent brand image. All BRACKET’S visual system design is based on the brand identity and logo, and its basic elements that can be flexibly expanded.
pictogram & signage
[STORE IN HQ]
First store of ‘bracket’ is opened on the first floor of bracket’s head quarter in Beijing. The place aims to show and provide experience of bracket’s authenticity and professionalism.