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Loop Coffee

 Food & Drink
 Brand Identity | Signage & Environmental Graphics












Loop Coffee is a young specialty coffee brand in Beijing that has quickly built a name in the local coffee scene, with three locations in the city, including one directly across from 2x4 Beijing’s office. The team designed the brand's visual identity, packaging, signage, and environmental graphics for the stores.

The identity is built around an infinite-loop spiral symbol that conveys the “Loop” name. This loop graphic transitions from a static logo to a flexible visual language that appears on cups, bags, and other packaging, and even becomes a lighting installation integrated into the shop's interior.

Within the project, I focused on extending the brand graphics, creating illustrations and icons that align with the identity’s overall tone and are easy to apply across different applications. I also designed the main packaging graphics, in collaboration with the creative director, to ensure a consistent look and feel across all materials.



Agency:
2x4

Client:
Loop Coffee

My Role:
Designer (Illustrations, Icon Design, Packaging Design)

Creative Direction:
Celine Fu, Jing Xin

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