designer: zhangtao
year: 2025
client: Cafe Roll
Cafe Roll is rooted in the dual philosophy of motion and stillness embodied by the word "Roll." It is both a tribute to life's dynamic progression and an invitation to savor the depths of stillness.
We are not merely providers of coffee and desserts, but also a resonant space that connects people, thoughts, and memories.
Cafe Roll is the "slicer of fleeting moments." We believe life is like an ever-unfolding scroll (Roll), filled with the "back-and-forth" of day-to-day routines. Our mission is to capture a "moment" within this cycle—a moment where you can breathe deeply and savor with mindfulness. Coffee and desserts serve as the medium, the space as the vessel, ultimately holding the "echoes" between people, sparks of thought collision, and the precious memories awakened.
In a dynamic world, we safeguard the depth of stillness. We encourage the courage to slow down amidst the fast-paced life, while moving forward in a "rolling" manner, not forgetting to "roll back" within—reflecting on ourselves and gathering strength.
In the new brand identity design, the Chinese character "卷" serves as the core. Through the structure and stroke treatment of the typography, it conveys a dynamic yet serene, reserved yet dynamic, smooth, natural, and rugged texture, effectively reflecting the brand philosophy of Cafe Roll.
Cafe Roll 根植于“Roll”一词所蕴含的动静双重哲学。它既是对生活动态前行的礼赞，也是对静态深度回味的邀请。
我们不仅是咖啡和甜品的提供者，更是一个连接人与人、思想与记忆的共鸣场域。
Cafe Roll是 “流动时光的切片师”。我们相信生活如同一个不断滚动的卷轴（Roll），充满了日复一日的“往复”。而我们的使命，就是在这一往一来中，为你截取一个可以深呼吸、静心品味的“片刻”。咖啡与甜品是媒介，空间是容器，最终盛放的是人与人之间的“回响”、思想碰撞的火花以及被唤醒的珍贵记忆。
在动态的世界里，守护静态的深度。我们鼓励在快节奏生活中保有慢下来的勇气，在“滚动”向前的同时，不忘“回滚”内心，审视自我，积蓄力量。
在全新的品牌形象设计中，以中文“卷”字为核心，在字体的结构和笔画处理上，呈现出了动与静、内敛和张力、流畅、自然、粗粝的质感，很好的映射出了Cafe Roll的品牌理念。。
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