Industry
Food & Drink
Loop Coffee
Agency
2x4
Role: Designer
- Defined and designed the illustration and icon system for the brand
- Developed the core packaging form and graphic structure that informed the final bag design
Challenge
Loop Coffee is a fast-growing specialty coffee brand in Beijing, expanding across multiple locations and touchpoints. The identity needed to turn a simple infinite loop mark into a flexible graphic language that stays consistent from cups and packaging to in-store signage and environmental applications, while still feeling distinctive and ownable.
Team
Creative Director:
Celine Fu
Designer:
Yating Liu
Illustrator:
Yating Liu
Illustrations & Icons
I designed the illustration and icon set using sharp corners and full, rounded curves to echo the logo’s tactile character
Additional packaging-led food and drink projects
Brand Identity | Packaging
Red Flower Cake
Brand Identity | Packaging