CAFÉ HABIT 栖尾咖啡

ART DIRECTOR: Bowen Hou
DESIGNER: mushroom ahead team
YEAR: 2023
LOCATION: Hangzhou

The aim is to let more people enjoy "no-frills" boutique hand-brewed coffee conveniently.
Café Habit focuses on selecting niche beans from the world's premium coffee-producing regions, and pursues the use of earbag extraction to restore the unique flavor of each bean species and even each special fermentation process in each producing region, to maximize the presentation of raw beans to ripe beans in the process of transforming the taste surprises, and each box is a small coffee shop.

Coffee can be consumed in one cup, or extracted in one cup, and Café Habit hopes that users can savor the unique flavor of each bean in their busy schedules, and interpret the brand's insistence on product "traceability" and quality through a cup of coffee. The core concept of the brand is to provide each kind of "coffee animal" (coffee-dependent users) with a "habitat" that suits their individual "habits". The concept of "Traceability" was extracted to visualize the IP image: a multi-dimensional bird, a rare bird that lives only in the only region on earth, represents a kind of uncompromising habitat; and the series of bird claw prints is the scale of its step-by-step traceability and careful selection. It depicts the brand's leisurely temperament. The outer packaging of the plane box is supplemented with low brightness environmental protection plant fiber paper, slightly coarse touch, and the coffee beans without large industrial processing is a perfect match.

栖尾咖啡 旨在让更多人能便捷享用“不将就”的精品手冲咖啡。专注于从全世界的优质咖啡产区甄选小众豆品，追求用挂耳包萃取形式还原每一片产区每一个豆种乃至每一种特殊发酵工艺的独特风味，最大程度呈现生豆到熟豆加工过程中转化的味觉惊喜，每一盒即是一爿咖啡小铺。

咖啡可以一杯下肚杀气腾腾，也可以一杯萃出悠哉游哉。Café Habit更希望用户可以忙里偷闲地品味每一份豆子的独到风味，透过一杯咖啡解读到品牌对产品“溯源”和品质的坚持。品牌的核心理念是期望为每一种“咖啡动物”（咖啡重度依赖用户）提供契合个体“习性”的“栖息地”，
因此我们从“溯源”概念提取出可视化的IP形象：一只几维鸟，这种只栖居在地球上唯一地区的珍禽，代表了它对栖息环境的一种不将就；而串串鸟爪印，是它步步溯源和精心选品的尺度所在。

Logo字体选择了慵懒的手写感笔触与松弛的间架，描摹出品牌的闲适气质。外包装飞机盒辅以低明度的环保植物纤维纸张，略粗粝的触感，与未经大工业化加工的咖啡豆品完美适配。