Designed by Ningyuan Shi
TABLE OF CONTENTS
Brand
Logo
Elements
Applications
Statement………………1
Development…………7
Color/Texture………....11
Website……………………..17
Inspiration/Research…3
Usage Rules…………..9
Typography……………13
Collateral …………………..21
Patterns………………...15
Environmental Design……25
Brand Statement
This is a Chinese ceramic coffee. The most famous type of
porcelain is blue and white porcelain since it has a light and elegant color, never fades, and is harmless to the human body, it also means that a person is quiet, tenacious and restrained, and has a good-hearted. It is not only decorative but also humanistic. Different ceramic patterns match own significance. There represents classical Chinese ceramic and Western coffee culture combination.
1
Porcelain Latte—Brand Statement
3
Porcelain Latte—Inspiration
Inspiration
The inspiration of the Porcelain Latte is creating and combining Chinese ceramic element with western coffee. The most traditional coffee shop interior is dark, and the color is brown, black. For this brand, blue and white porcelain has both vintage blue element and bright, clean white, and the wood will be used as well for this brand, which represents highly visual contrast cultural art. Therefore, we want to keep simple, organic, but modern ceramic value of every brand section. Both traditional and modern design will be shown at the same time on this coffee.
4
Research On the mood board, we pick some organic ceramic patterns, and all of them have consisted of a natural curve which is traditional Chinese style, and we use them on our whole brand design. On the other hand, we combine the ceramic table sets with wood decorations and collect the different ceramic patterns as latte art and pattern elements. For color palette includes we will pick both western vintage and Chinese tradition.
5
Porcelain Latte—Research
PORCELAIN
7
LATTE
Porcelain Latte —Logo Development
PORCELAIN LATTE
Logo Development The elements of the logo have two main parts, one is the coffee icon, the other one is steam. The coffee cup is a western element, and steam is picking by ceramic artworks, which represents organic and traditional lines, and the combination between western and eastern culture. The steam has two sides, keeping the elements balance is important, such as the leaves’ position and number change gradually during the whole process. Additionally, the cup’s at the beginning is line frame, and it is too light to keep balance with the steam part; therefore, the cup should be the solid color and weight more, which result to the final logo has solid blue, highlight, and a FINAL
plate at the bottom.
8
USAGE
There are the rules about using this logo, including the primary logo, secondary logos, and color requirements. The
illustration
or
the
typography
can
be
used independently as secondary logos, which follow the rules. The
color
usage
ranges
of
the
logo
have
limitation. The logo only can be used in blue or white, and the background can be used blue, white and clear texture.
9
Porcelain Latte—Usage
The white logo on the blue background. The blue logo on the wood texture background. The blue logo on the white background.
10
11
Porcelain Latte—Color/Texture
C=100 M=90 Y=10 K=0
Color / Texture
Selecting
the
color
palette
is
important
to
Porcelain latte, this brand needs both vintage and
C=2 M=4 Y=7 K=0
modern features. The ceramic blue which pick on real Chinses blue and white porcelain works and white compose the main color of identity. In order to balance the cool color, warm color is used as some menu pages and background.
C=0 M=0 Y=0 K=100
The warm wood texture has some contrast with the moonlight color, and the relatively rough texture of wood also has a contrast with glossy ceramic.
Bass Wood Texture
12
ABCDEFGHIJKLM NOPQRSTUVWXYZ Typography
abcdefghijklm nopqrstuvwxyz
There is two typography used on the brand, one is Cinzel Decorative, the curve lines of this font can match the
Cinzel Decorative Regular
organic and elegant shape of the logo, and this font also is used as website items’ title. The other one is Bookman Old style, which is used to describing body content, dish, and price, this is a clean font with some vintage style and has contrast with the curve font.
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz Bookman Old Style Regular
13
Porcelain Latte—Typography
14
Patterns
The patterns reform from the traditional Chinese ceramic arts and they have different meanings, and they are the latte art of the coffee, which is the combination between eastern and western. Additionally, there are small icons as well, which used as the frames and signs decoration on menu and website.
16
Porcelain Latte—Pattern
ABOUT
ME
HOME
ABOUT
CONTACT
MENU
SPECIAL LATTE
Drin 17
Porcelain Latte—Website
ENU
LATTE ART
CONTACT
Website When designing this website, the brand continue to keep both vintage and modern style. Combining the gallery and homepage into one, the users can know the topic of brand soon. Usage of elements expands the icon, patterns, and color, there are also pick the suit pictures as hero images of different pages.
nking Art, Enjoying Culture 18 ABOUT
MENU
LATTE AR T
CONTACT
MORE
It’s Hermit Viennese Coffee exchange the sugar to mint tea, with chrysanthemum petal 7 MORE
ABOUT
MENU
LATTE ART
CONTACT
ABOUT
MENU
LATTE ART
CONTACT
Blessing Life Top cream Mocha with coconut, bottom milk foam 7 MORE
*Extra milk ,coconut,almond available
12 oz
16 oz
Espresso/Americano
3.5
4.5
Mocha
4.5
5.5
Cappuccino
3.5
5.5
Hot Chocolate
3.5
4.5
Chilly Time Ice Cafe Breve, tea, and dry gin, foam top 8
MORE
Soul Thought Hot Espresso, lemon piece , and Rum with a piece of toffee, foam top
Velvet Lotus 3,5
Hot Tea
4.5
8
Flat White with extra milk and
Chinese green / Black/White tea Fruit Tea
4.5
lotus’petals and juice
5.5
MORE
7
Tea: Green, White, And Black Fruit: Lemonade, Passion fruit
MORE
Raspberry, Pineapple *Health Tea
4.5
6.5
Love Last Forever
Chinese special herbal tea
Irish coffee/Irish Whiskey, hot coffee,
wolfberry, Ginseng slice, Red Jujube
and dark chocolate, and cream top with rose, with a small plate of raspberry
National Fragrance
9 Valentine’s Day Special
Foam Espresso, honey, dark chocolate, and rose jam
MORE
8
MORE
Mango/ Banana Pancake Special pancake, super soft crust
3.5
ABOUT
puree with yam puree, honey 4.5
Puddinglike milk dessert, melting in
Water Lily Crisp
KNOW MORE ABOUT US
4.5
puree wrapped in dough, lotus 4.5
It’s Hermit
shape with crisp crust
Viennese Coffee exchange the sugar to
Coconut juicy with coconut
mint tea, with chrysanthemum petal
meat, glutinous rice, soft and chewy
7 MORE
ABOUT
KNOW MORE ABOUT US
MENU
LATTE AR T
EMAIL ADDRESS HERE
CONTACT
SUBSCRIPTION
Blessing Life HISTORIC CORE/5 STREET/LOS ANGELES/CA 90013/2132221217/PLATTE@GMAIL.COM
Top cream Mocha with coconut, bottom milk foam 7 MORE
19
MENU
LATTE AR T
EMAIL ADDRESS HERE
CONTACT
SUBSCRIPTION
HISTORIC CORE/5 STREET/LOS ANGELES/CA 90013/2132221217/PLATTE@GMAIL.COM
Fired lotus seed puree, jujube
the mouth, with crunchy almond slices Coconut Cake
3.5
Steam purple potato
wrapped with cream, fresh fruit pieces Double Crust Milk
Purple Sweet Potato Yam Cake
Porcelain Latte—Website/Mobile
Chilly Time Ice Cafe Breve, tea, and dry gin, foam top 8
Velvet Lotus Flat White with extra milk and lotus petals and juice 7 KNOW MORE
Peony is the leader of the flowers as they are colorful and graceful, and it is known as the “national flower” in the Tang Dynasty of ancient China. Peony represents wealth, auspiciousness, and a good will of people. Peony represents wealth, auspiciousness, and good will and pursuit people, and sustenance of the National Fragrance soul.Additionally, peony is also the word that praises beautiful women— Foam Espresso, honey, dark chocolate, and rose jam National beauty8 and fragrance. *Extra milk, coconut, almond available 12 oz
Velvet Lotus
16 oz
Espresso/Americano
Drinking Art, Enjoying Culture
3.5
7
4.5
Mocha 4.5
KNOW MORE
Flat White with extra milk and lotus petals and juice
KNOW MORE
5.5
Cappuccino HISTORIC CORE, 5 STREET, LOS ANGELES,CA 90013 2132221217 PLATTE@GMAIL.COM
3.5
5.5
Hot Chocolate 3.5
4.5
It’s Hermit Viennese Coffee exchange the sugar to mint tea, with chrysanthemum petal 7
EMAIL ADDRESS HERE: SUBSCRIPTION
KNOW MORE
National Fragrance Foam Espresso, honey, dark chocolate, and rose jam 8
Mobile
KNOW MORE
Blessing Life Top cream Mocha with coconut, bottom milk foam 7
It’s Hermit
KNOW MORE
Viennese Coffee exchange the sugar to mint tea, with chrysanthemum petal
Hot Tea Chinese green / Black/White 3.5
4.5
Fruit Tea Tea: Green, White, And Black Fruit: Lemonade, Passion fruit 4.5
5.5
7 KNOW MORE
20
Collateral
Collateral of Porcelain Latte includes a special latte menu, and a secondary regular menu, two-cups carries, and four cups, and a porcelain tea bottle. Cover of carries expands the wood texture which same as the two menus, and the color, patterns expand as well. Typography uses two, one is a title, and the other one is body contents.
21
Porcelain Latte—Collateral
22
Top: The coffee carries Bottom Left: Regular menu Bottom Right: Tea leaves bottle Right Side: Special Latte menu
23
Porcelain Latte—Collateral
24
Environmental Design The environment design of Porcelain Latte shows a clean, modern and vintage out looking. Porcelain Latte is located in a vintage style street, which is quiet and elegant. People can enjoy coffee and cultural at the same time in a good environment.
25
Porcelain Latte—Environment Design
www.ProcelainLatte.com