Staff Coffee

Premiumising a white collar coffee

Joining hands with a coffee total-solution business, the Copper Crown, we created a brand that aligns with the vision of the company to run a coffee roaster chain. Named tailored to its consumers, the Staff Coffee chain would locate in offices to serve office workers. With these base story, our team carried the concept towards enhancing aesthetics of design that complement with everyday routines. 

We started by introducing the charm of Japanese and Scandinavian designs to emphasis on clean and sharp design decisions. This inspired us to focus the term ‘sharp’ as a resemblance for smart thinker and creative problem solvers in representing the consumers of the brand. To visualise the concept, we characterised using the Rubik’s Cube as a master for our graphic visuals. ​From the logo to the typeface on the menu, we formed a crystal clear brand that systematically ties in together as a cohesive brand identity. 

We further guided the architects and interior designers to align the environment of the coffee chain with the prototypes we designed. ​The experience that we introduced and the client’s successful business model have resulted in the expansion of Staff coffee in over ten prime office areas of Bangkok. 

“Inspired by the target audience of the brand, we branded the identity with a concept that enhances the experience of everyday lives”