The Circles of Life
The circle is a profound, transcendent symbol. It is said to represent wholeness, completion, inclusion, the life cycle, heaven, eternity, and the universe. Yet circles are not just symbolic. They are a natural, physical phenomena that invites, attracts attention, provides emphasis, and sets things apart. Within those Circles, 1983 - Coffee & Toast brand arises to tell its oriental story. 圆代表整体，包容，和永恒。用在1983咖啡与 吐司视別系统，超越了象征性，它诉说了亜洲南 洋风味哲学和䣓入大众生活圈丰富形态。
CORPORATE IDENTITY
THE LOGO Variations
PRIMARY
Nanyang, or “South China Sea” refers to Chinese migrants to South East Asia. Nanyang is also the culture created due to the migrations. It is the fusion of Chinese culture and the local’s. The logo is inspired from the era of those unsettled migrations. It was raw, it was harsh, it was a hard time, it was pure and it is nostalgic. The coffee mark enhances that essence.
南洋咖啡: 从南下华人移民结合南海附近的东南亚各国当 地化后所产生的独特风味. 1983粗广的笔触代表了当时南洋独特原始浓郁口味，南洋 咖啡的圆形也带入华人对圆满人生的期待. The logo is strictly used in Black & White only.
HORIZONTAL
The version is prepared to enable the logo to be able to adapt to more limit space, without losing its identity.
THE LOGO Usage
Exclusive space
An exclusive clear space around the logo is requires in order to communicate well its identity. The space around each logo equals to the width of number “1� in the logo.
Minimum size
The logo is required not to be presented smaller than the widths shown.
28mm
30mm
THE LOGO Misuse
COFFEE & TOAST
Do not retype the logo
Do not stretch or shear the logo
Do not delete the outer circle
Do not use any colors other than Black & White
Do not put the logo on any color background other than Black
Do not put the logo on messy background that compromises its clarity
Do not compromise the logo’s clarity over graphics
Do not mix the primary and horizontal logo
COLORS
Color Palette
As the objective of the brand is to create a simple, modern essence to our consumers. The colors should express this objective in order to make a better connection.
BLACK C0 M0 Y0 K100
75%
60%
Pantone 150C C0 M35 Y74 K0 Avoid
One simple rules to avoid when using the color palette is that never let the solid black and pantone 150C overlap each other.
40%
20% 65%
40%
TYPO Primary
EXO 2.0 Pro
EXO 2.0 Pro is a contemporary geometric sans serif typeface that tries to convey a technological / futuristic feeling while keeping an elegant design. Exo is a very versatile font and has a more organic look that will perform much better at small text sizes and in long texts.
Light | Roman | Medium | Bold | Black
Secondary Fertigo Pro is our secondary typeface that serves better as a header, title rather than body texts. Its decorative, humanist and calligraphy stroke will make a good contrast to our contemporary main typeface.
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Fertigo Pro Essunti voluptae volendae EOS AS DOLUT Illitionsed Quatus
SECONDARY ELEMENTS
CIRCLES The Motif
Inspiration
Circles are commonly used in all cultures in Asia as a medium to communicate variety aspects and phenomenon of life. By using these similar images as the brand motif, the brand will build a better connection through an unconscious awareness. In Islamic art the geometric figure of the circle represents the primordial symbol of unity and the ultimate source of all diversity in creation. The natural division of the circle into regular divisions is the ritual starting point for many traditional Islamic patterns, as demonstrated in the drawings below. In Sanskrit, Mandala literally means circle and center or Holy Circle, and is essentially a vehicle for concentrating the mind. Carl Jung says that the circle symbolizes the processes of nature or of the cosmos as a whole; the square refers to the universe as conceived and projected by man. In Chinese Culture, among the ancient artifacts found by archaeologists are the round ‘bi’ (璧 , commonly translated ‘jade disc’), representing Heaven and the square ‘cong’ (琮), representing Earth. The bi is a flat, doughnut-shaped disk while the cong is a hollow jade tube, squared or octagonal on the outside. Jade was often a substance sacrificed— round blue pieces were offered to Heaven and square yellow pieces to Earth. The coin motif is a typical porcelain decorative motif that has a round shape with a rounded square hole in the middle. The pattern of the motif is mainly composed by two-directions or four-direction consecutive graphics. It is a popular decorative motif in plates, bowls and cans. 寿 The round and narrow motif stands for the Chinese character shou which means longevity. This motif is commonly used in Mandarin garment carrying a wish for long life. 福 means happiness and fortune in the Chinese langauge. 喜 means happiness and the motif is commonly used on the Mandarin garment making to declare a particularly joyous occasion. The double 喜 means double joyful occasions.
CIRCLES The Pattern
Inspiration
The objective of the patterns is to add in a cultural touch, and soften the brand essence. There re no strict rules of the pattern. It can be circle, solid, or open ring. However, always be aware of the balance of each culture the pattern represents. It should always be a well mixture of Malay, Indian and Chinese culture. The patterns below are for references.
CIRCLES Images
Objective
Images play important roles in 1983 Brand Identity. They helps to capture the essence of the brand, which is crucial in the competitive and chaotic F&B brands landscape. The brand essence help the consumer to easier relate the foods to their origins and culture.
Topics
The topics of 1983 images are widely varied from F&B, human, texture, architecture, street scene, art pieces ect., as long as the images have a certain touch of Asian culture. On the right are some samples.
Arrangement
As the objective is to capture the Asian essence only, the images are recommended to be cropped in a more abstract and artistic manner. A formula of 70% Black & White and 30% Colored images are suggested on our signature Saffron Orange background.
CIRCLE Wall Mural Samples
Mural Layout Samples
Objective
The brand Wall Mural is one of the most important visual element in 1983 Brand identity. The objective of the mural is to capture the attention of the viewers and create an essence of the food cultures and its original influences. In order to successfully create a memorable mural, there are certain suggestions:
Long Wall with Pattern Square Wall with Motif
Circle Size
Because our purpose is only capture the essence of the images, not the details of its. So the images size recommended not larger than 30cm.
Colour Combination
As the images will be placed on our signature Saffron Orange, it is recommended to have major (70%) of the images are in black and white finishing. So that it will create a more comfortable arrangement instead of overcolorful combination.
Flexible Finishing
In order to create more dynamic brand experience, the finishing of the mural can be flexible and creative. They can be combined together with the pattern and motif as long as the motif and pattern do not overpower the images. They can be simple images on wood panel, or silkscreen on cloths, printed on round porcelains, or acrylic sandwich frame ect.
Rectangle Wall
Images finishing Samples
Print on Porcelain
Acrylic Sandwich
Canvas printing
STORY Nasi Lemak Story
Nasi Lemak
Nasi Lemak
THE CULTURAL BRIDGE FOR TOMORROW
THE CULTURAL BRIDGE FOR TOMORROW
In 1983, Ah Goh set up a nasi lemak stall at Malacca Street. It was a little rented stall in an
In 1983, Ah Goh set up a nasi lemak stall at Malacca Street. It was a little rented stall in an
shop. Together with his Malay buddy Hassan, they meticulously formulated the special sweet and spicy sambal and aromatic pandan coconut rice. As word got around, Ah Goh’s nasi lemak became the most famous dish in the area. People would just come and shout for ‘ 椰 香饭‘, which means ‘fragrant coconut rice’. Now, that same pandan nasi lemak has become our signature dish here at 1983.
shop. Together with his Malay buddy Hassan, they meticulously formulated the special sweet and spicy sambal and aromatic pandan coconut rice. As word got around, Ah Goh’s nasi lemak became the most famous dish in the area. People would just come and shout for ‘ 椰 香饭‘, which means ‘fragrant coconut rice’. Now, that same pandan nasi lemak has become our signature dish here at 1983.
We aim to preserve the tradition and flavor of the past to build a cultural bridge for tomorrow. Be it the freshness of ingredients, the fragrance of the rice or the texture of the sambal, we continue to maintain that ‘nostalgic taste’ that was almost lost over the decades.
We aim to preserve the tradition and flavor of the past to build a cultural bridge for tomorrow. Be it the freshness of ingredients, the fragrance of the rice or the texture of the sambal, we continue to maintain that ‘nostalgic taste’ that was almost lost over the decades.
PACKAGING
PACKAGING Lunch Box
KF3298 1983 Coffee & Toast
KF3298 1983 Coffee & Toast
Lunch Box Medium Open Size: Colour:
320mm(W) x 377mm(H) Medium BlackSize : Pantone 150C
Color:
Pantone Black Pantone 150C
Key line Fold line
Glue Area
Lunch Box Small Open Size: Colour:
270mm(W) x Size 323.5mm(H) Key line : Small Fold line Black Pantone 150C Color: Pantone Black
Pantone 150C
Glue Area
PACKAGING Cake Box
KF3298 1983 Coffee & Toast
Lunch Box Medium Size : Open Size: Colour:
KF3298 1983 Coffee & Toast Large
Color: Pantone Black 13inch (W) x 14.75inch(H) Key line Fold line Black Pantone 150C Pantone 150C
Lunch Box Medium Size : Open Size: Colour:
Small
10.5inch(W) x 14.75inch(H) Key line Color: Pantone Black Fold line Black Pantone 150C Pantone 150C
KF3298 PACKAGING 1983 Coffee & Toast Cold Drinks
Lunch Box Small
Size: Open Size: Color: Colour:
270mm(W) x 323.5mm(H) Black Pantone 150C
270mm(W) x 323.5mm (H) Pantone Black Pantone 150C
Key line
KF3298 1983 Coffee & Toast
PACKAGING
Hot Cup 12oz Hot Drinks
12oz Wrap Hot Cup BLEED LINE
PRACTICAL TEXT LIMIT
DIE LINE
PRINT CENTRAL LINE
GRID LINE
TECHNICAL DEPARTMENT INDONESIA
GLU
EA
REA
Open Size: 265mm(W) x 118mm(H) Hot Drinks Cup Pantone Black Colour: Color: White Pantone 150C Pantone 150C
PACKAGING
KF3298 1983 Coffee & Toast Soup Bowl
Soup Bowl
Color: Pantone Black Soup Bowl 850cc Pantone 150C
Open Size: Colour:
417mm(W) x 123.5mm(H) Black Pantone 150C
Key line
PACKAGING Plastic Bag
KF3298 1983 Coffee & Toast
Plastic Carrier Large
Plastic Bag Large 11inch(W) x 19inch(H) x 6inch(B) Black Pantone 116C Color: Pantone Black Pantone 150C
Open Size: Colour:
KF3298 1983 Coffee & Toast
Plastic Carrier Medium Open Size: Colour:
8.5inch(W) x 16inch(H) x 5.5inch(B) Black Pantone 116C
Plastic Bag Small Color: Pantone Black Pantone 150C
KF3298 PACKAGING 1983 Coffee & Toast Water Bottle
Diamond Water Bottle 500ml Water Bottle Color: Pantone Black Pantone 150C
Open Size: Colour:
217mm(W) x 41mm(H) Black Pantone 150C
6mm 217mm
2.5mm
500ml
41mm
2.5mm Plastic Label Design Template for 500ml Diamond Bottle
Transparent
MENU & LIVERY
MENU
Short Version
Long Version
UNIFORM
Half-tone image
Friendly & Modern
The uniform objective is to create a modern, friendly approach so that 1983 staffs will make a better connection with the consumers. Original idea is to create a series of uniforms with different oriental images, executed in half-tone effect for different sizes of T-shirt. The half-tone images can be positioned freely within the T-shirt. Be aware of awkward area like armpit. With more variety of finishing, the uniforms will give a more dynamic and contemporary touch to the brand.
FRONT
BACK
SIDE
INTERIOR DESIGN CONCEPT
MATERIAL
Pantone 150C
Material Board
C0 M35 Y72 K0
HAFARY: PERUGIA ROSSO INSERT
EVERSHINE
HAFARY: CONCRETE or NATURAL
HAFARY: PERUGIA BLUE INSERT
EVERSHINE
FURNITURE Chair & Lighting
Chair
It is recommended to fully use of the Tolix furniture system. It will give a very contemporary punch in the contrast of the brand oriental essence. Tolix has a wide range variety of form and type, that allows to have more creative usage.
Lighting
Lighting should be in simple, modern design language. On the right hand side is some of the lighting usage examples.
INTERIOR 3D Rendering
INTERIOR 3D Rendering (contd)
INTERIOR 3D Rendering (contd)
INTERIOR 3D Rendering (contd)