椰农椰浓Cocofarmer是一家上海的椰子甜品店， 意图打造成为一个能为消费者带来放松和愉悦体验的空间。
我们在当下网络流行文化语境中，发现了一种简单有趣的汉字书写方式。 将左右结构组合的汉字拆分成两个单独的汉字后，会形成新的视觉节奏感，阅读时也会呈现出一种熟悉的陌生感。 利用这种自然舒展的文字处理方式，去适配品牌想要传递的轻松愉悦感。
我们也希望通过这种设置来表达出当下年轻消费者对随性和自由的多元认同。
我们用极简的图案模拟椰子在水面交织的视觉效果，表达产品的清凉感属性。
Cocofarmer is a coconut dessert shop located in Shanghai. In the post-epidemic era, the public pursues healthier and burden-free ingredients, and the main people hope to convey a real, original and relaxed attitude to diners through the health and nature of coconuts.
In the current popular online cultural context of Chinese, we have found an interesting way of writing Chinese characters. After splitting the Chinese characters with left and right structures into two separate Chinese characters, a new sense of visual rhythm will be formed, which will also bring a familiar sense of strangeness when reading. We use this naturally stretched word processing form to adapt to the natural and authentic concepts that the brand wants to convey.
We have created a unique visual language belonging to the brand, using a minimalist pattern to simulate the visual effect of coconut intertwined on the water surface to express the coolness of the product.
DESIGNER: 谭清泓 / 孙清妍
CLIENT: Cocofarmer 椰农椰浓
YEAR: 2023
