What sets third wave coffee apart from the mainstreams? Third wave is truly a way of appreciating a quality product. There are two keywords here: “appreciating” and “quality”. It is both about the coffee we are drinking and the way we think about it. Apart of the importance of every actors in the supply chain (producer, importer, roaster, barista), customer experience and branding is crucial.
Drinking a coffee that has been produced in the right way, and with all the added value that the supply chain aggregates, is the basis of a great experience. Third wave coffee: a movement, an experience, an increased focus on consumer education and service. VCR Café is about that experience.
Relating the idea of great drinking experience with the existing café name “VCR”, the visual language is communicated via moiré patterns which derives from the television and digital photography aesthetic. Another important aspect of managing expectations and introducing people to third wave coffee is the language. The information design describes the coffee in ways that are meaningful to coffee novices.
Relating the idea of great drinking experience with the existing café name “VCR”, we channelled the visual language to moiré patterns which derives from the television and digital photography aesthetic.
Creative Direction - Evey Kwong
Design - Evey Kwong
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