Reliance comes from the milk tea shop "Little fluffy head cafe" in Los Angeles, USA. Always dreaming of opening a coffee shop in the future, I couldn't restrain the impulse, and immediately followed this design. From the initial logo design to the final overall brand design, it took about half a year in the middle, but most of the overall brand design will become an individual to kill, no matter for designers, architects and shop owners. It is an easy task that requires great patience and mental power.
Through preliminary communication, I learned that the core product of the brand is milk tea. It was the first time I heard of milk gai tea. I was really attracted by the gradual change between the milk gai and the tea room. If you use this as the starting point, it will become very interesting. At this time, what came to my mind was a lattice image composed of cmyk, but after various practices, I gave up this direction and started thinking again. "Little fluffy head cafe" attempts to create a slightly high-end yet friendly positioning. When all kinds of thoughts could not be organized and formed, I started to prepare for the download from the font, and finally established the courier, the most common font for typewriters in the era of IBM rule, because mechanical fonts have a kind of "blunt" disadvantage in details. sense. And it is this kind of "imperfection" that keeps me close to this font. At the same time, it also brings the original temperament to the brand-not popular but anti-fashion. In the end, the logo is determined to be dense and dense with hand drawn lines to show the gradation of layers. From "point" to "line", it seems that a concession has been made, but in fact it is a choice of retreat for progress. I understand that in a good brand design, the logo must be alive. Not only is it simply a copy of an outline, but it can flexibly make various changes according to different materials and environments, but it can be recognized at a glance. Such a logo is gentle and alive. The details are quietly lurking in every corner of the coffee shop. In the end, it was defined by me into three forms and used in different occasions.
After confirming the logo and font, the subsequent design is much smoother. However, because of the long distance and time difference between Tokyo and Los Angeles, communication and photography have really suffered a lot. As the design progressed slowly, the brand's character and appearance gradually became clear and optimistic. It's just like cultivating a child. In the process of cultivating, I also feel educated and growing. This may be the joy of such a long time design project.
In 2018, "Little fluffy head cafe" came to Tokyo and "Afternoon Black Tea" launched a limited-time store. The sight of my design in Roppongi in the center of Tokyo may be a touch I will never forget in my life.
