Description
Basic Coffee is a new addition to the growing independent café scene in Beijing, China. I was contracted to create the strategic branding of the business from the ground up. The client needed a complete visual identity that would help them stand out in a saturated market while remaining warm, relatable, and scalable.
This project covered brand strategy, naming, and design direction, and extended into a full range of physical and digital deliverables—including packaging, signage, and online assets.
I continued to support the brand through ongoing monthly design services for several years, helping them expand their presence through seasonal promotions, digital assets, and new packaging solutions.
🎯 Brand Aspiration
The goal was to position Basic Coffee as a go-to local spot for quality coffee and warm, genuine service. The brand had to balance simplicity and sophistication—offering something "basic" in the best sense: clean, honest, and thoughtfully designed.
Basic: 1. forming an essential foundation or starting point; fundamental
The brand is built on four promises:
Quality coffee at reasonable prices
Genuine, friendly customer service
Vibrant and fresh visual design
A welcoming, light-hearted atmosphere
🧠 Brand Concept & Strategy
The name "Basic Coffee" is not just a label—it’s a philosophy. The core idea: “It’s the small things that truly matter.”
This idea runs through every touchpoint—from store interiors to product packaging, social content to signage.
Brand values include:
Quality: Never compromised
Genuine: Trustworthy, friendly, real
Progressive: Fresh, modern, and open to ideas
Humble: Self-aware and community-focused
Joyful: Embracing simplicity with a sense of fun
What are the key threads to our story
Passionate / Enthusiatic people, enjoying life. People who think differently and strive to deliver exceptional experiences.
Provenance / Across events
Self aware / Conscious of our actions. environmental impact it celebrates making a minimal impact.
Humble / Across communicationsBusiness / Entrepreneurship - A place where working professionals are connected, supported and thrive.
Packaging, Signage, Poster and POS Design
Shanghai Expo: Event Graphics, and Signage
T-shirts
Illustration has been commised to create a strong brand personality that reflects our core idea (its the simple things that matter) while retaining a fun, casual tone. The Illustration has taken inspiration from both coffee culture, Beijing lifestyle, and greater chinese iconography.
Basic Coffee - Second shop open 前門店
Final Thoughts
This project encompassed the full spectrum of brand development—from concept to final identity system. Beyond the initial launch, I continued to support the brand through ongoing monthly design services for several years, helping them expand their presence through seasonal promotions, digital assets, and new packaging solutions. The result is a strong and adaptable brand foundation that continues to grow with the business. This project encompassed the full spectrum of brand development—from concept to final identity system. It established a solid creative foundation for a lifestyle café brand with room to grow into retail and community experiences.
The interior design was also successfully featured on ArchDaily and Dezeen.
https://www.dezeen.com/2019/11/14/basic-coffee-beijing-cafe-office-aio-interiors/