At Hand

ART DIRECTOR: Bowen Hou
DESIGNER: mushroom ahead team
YEAR: 2024
LOCATION: Beijing
CLIENT: At Hand

"For a great cup of coffee, always at hand."
Visual Identity Upgrade for At Hand Coffee

Built upon the word "hand" in the brand name,
we expanded visual impressions inspired by the concept of the hand.

By adding a defining accent to the thumb
and morphing the hand shape into a small bird,
we infused warmth and playfulness into the identity,
while strengthening secondary recall through dual perceptual interpretation.

The color palette draws from rich reds reminiscent of ripened coffee beans,
paired with an understated light bean-gray,
blending visual impact with refined sophistication.

The hand itself carries rich meaning—
giving, receiving, connecting, creating.
The brand has much to express;
design helps it speak.

Offering the coffee, holding the cup, savoring the moment—
delight is always within reach.