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2021.06
PAUL BASSETT
폴바셋
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CLIENT
엠즈씨드 주식회사
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INDUSTRY
F&B -
SERVICE
Creative Strategy ,
Editorial ,
Graphic
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THE CLIENT
클라이언트
PAUL BASSETT is a premium coffee brand that uses the world's top 7% specialty coffee to provide customers with ‘a perfect cup of coffee.’ In collaboration with 2013 World Barista Champion Paul Bassett, it constantly thinks about the best coffee recipe and insists on the quality of coffee beans, optimal roasting, and strict coffee making under the motto of ‘No compromise the quality.’ The brand offers customers a pleasant break with sincerity in coffee and pride in superior quality.
폴 바셋은 ‘완벽한 한잔의 커피’를 고객에게 제공하기 위해 전세계 상위 7%의 최상급 스페셜티 커피를 사용하는 프리미엄 커피 브랜드입니다. 2013 월드 바리스타 챔피언 폴 바셋과 협업하여 최상의 커피 레시피를 위해 끊임없이 고민하며 “품질과 타협하지 않는다”는 모토로 원두의 질, 최적의 로스팅, 깐깐한 제조를 고집하고 있습니다. 커피에 대한 진정성과 우월한 품질에 대한 자부심으로 고객에게 즐거운 휴식의 시간을 선사하는 브랜드입니다.
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THE OBJECTIVE
목적
The visual identity was enhanced by building an eye-catching graphic visual system with the superiority of PAUL BASSETT's signature product. By implementing an attractive and expandable visual system while delivering brand philosophy and authenticity, it represents the differentiated value of Paul Bassett. YNL Design accomplished a visual identity that promotes brand content and enables communication through various channels by designing expandable graphic motifs, rather than the existing barista image or infographic style-focused visual communications.
폴 바셋 시그니처 상품의 차별적 우월성을 주목도 있는 포스터로 표현하는 것이 목표로 브랜드 철학과 고객에게 진정성을 전달하면서도 매력적이고 확장성 있는 비주얼을 구현하고자 했습니다. 기존 바리스타 사진이나 인포그래픽으로 커뮤니케이션 해왔던 브랜드의 비주얼과는 달리 고객이 쉽게 인지할 수 있는 매력적인 그래픽 모티브를 개발하여 다양한 채널에서 브랜드 콘텐츠를 홍보하고 고객과 소통하는 비주얼을 개발하고자 했습니다.
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THE SOLUTION
해결방안
PAUL BASSETT's graphic motif emphasizes the brand's premium image, creating a sophisticated sensibility. An eye-catching graphic motif was developed by visualizing the barista's coffee making process and the raw ingredients of coffee, and it intuitively represents the brand's main products by utilizing graphic motifs along with images. It creates the premium brand image which is also well matching with the cafe by using two types of main colors reminiscent of coffee or raw ingredients. The graphic motif is flexible enough to easily keep the same tone and manners even with different images and contents. YNL Design also suggested an expandable design that can be used for not only packages and SNS channels, but advertising media, menu boards, and wall posters.
폴 바셋의 그래픽 모티브는 고급스러운 이미지를 강조한 세련된 감성을 표현하도록 디자인 했습니다. 바리스타의 커피 제조 과정과 커피의 원재료를 시각화하여 주목도 있는 그래픽 모티브로 개발했으며 이미지와 함께 그래픽 모티브를 활용함으로 브랜드의 핵심 상품을 직관적으로 나타냅니다. 커피나 원재료를 연상시킬 수 있는 2가지의 컬러로 프리미엄하면서도 카페와 어울리는 이미지를 전달합니다. 이미지와 콘텐츠가 변경되어도 톤앤매너를 쉽게 유지할 수 있는 플렉서블한 그래픽 모티브로서 메뉴 보드, 벽면 포스터 외에도 패키지나 SNS 채널, 광고 매체에 활용 가능한 확장성 있는 디자인을 제안했습니다.
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