Industry
Food & Drink
Loop Coffee
Agency
2x4
Role
- Built and designed the illustration and icon system
- Designed primary packaging bag, collaborating with the Creative Director through final delivery
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 Direction:
Celine Fu
Graphic Design:
Celine Fu, Yating Liu
Illustrations & Icons
I designed an 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