“Simplicity is the ultimate form of sophistication.” Overeasy Coffee is a cafe in Taipei, Taiwan that focuses primarily on selling good coffee along with eggs & toasties. The client wanted the logo to convey what the cafe offers visually to the public in the first glance. Keeping the language barrier in mind, the branding had to be simple and visually relate the variety of products offered in the cafe.
The logo is a simple visual representation of the name – eggs to represent “Overeasy” and a cup to represent “Coffee”. Since Taiwan is known for its “cute” culture, we decided to have the brand language speak “cutely” to the customers. The style of the icons used further echoed this culture by using simple, clean and clear line drawings. The fonts used were the “Quick” font family. We chose this font for it’s straightforwardness and easy readability.
For the branding, we decided to keep it ultra minimalistic and clever. The main four categorisation of food were: coffee, tea, dessert & other drinks/milkshakes. Playing with the name “over easy”, we used the icons over the word “easy” to show the variety of foods they have and use the same on the packaging. This gave a distinction to the brand and made it easily recognisable while giving the client flexibility to add more product categories in the future and keeping the branding consistent. We decided to keep the branding half white, half colour-blocked to maintain simplicity. Each product category got its own distinct pastel shade on the bottom half where the word Easy comes for consistency. The colours used in the branding also emphasise the cuteness of the brand.
Our deliverables included brand identity, signage design, corporate stationery, stickers to put on the various packaging collaterals as well as the visual language of the brand. The overall vibe of the brand is happy and the cafe has now become one of the most Instagram friendly spots in Taipei with people constantly photographing the cute packaging. Take it Overeasy!
- Agency/Creative: Pink Cheese Designs
- Article Title: Pink Cheese Designs a Minimalistic Branding for Overeasy Coffee in Taiwan
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: India
- Market Region: Asia
- Project Deliverables: Brand Architecture, Brand Identity, Brand Strategy, Branding, Graphic Design, Identity System, Illustration, Packaging Design, Tone of Voice
- Keywords: Cafe, Coffee, Eggs, Toastie, Cute, Minimal, Simple, Easy, Bakery, Bake