Suzhou Lv Xiao & Company Coffee Trading Co., Ltd.
Designer | Wu xiaofei & Cheng yaqian
Location | Suzhou City, Jiangsu Province, China
Launch date | July 1, 2022
Different from most coffee brands on the market, UTOPIAN PROPOSITION targets the 30-35 year-old coffee fanciers. For this group of people, popular elements are not the best choice. They know how to enjoy life and prefer classic designs. UTOPIAN PROPOSITION believes that for coffee, whether it is delicious or not is just a utopian proposition, which comes from everyone's subjective judgment. When tasting coffee, what we should enjoy more is the unique natural flavor brought by coffee beans bred in different regions. Just like the brand slogan "the Morality of Objects, the Purity without Defilements", UTOPIAN PROPOSITION loves nature and is keen to praise nature. Our packaging design is based on the idea of "deem empty as part of entity" which is an oriental philosophy proposed by Deng Shiru, a Chinese calligrapher in the Qing Dynasty. Focusing on the contrast between black and white, virtual and real, UTOPIAN PROPOSITION uses the art of leaving blank, aims to create an abstract world full of imagination where intertwined black and white. Hoping that customers can feel the natural flavor of coffee from the pure black and white graphic. The goal to achieve: Consumers' recognition of the brand concept. specific references that informed the design: TONG YANG-TZE、INOUE YUICHI
