The Waving Letters 
atacama coffee & friends

Brand Design
Wuhan
2022


Simple but no simpler——atacama是一家位于武汉的精品咖啡品牌。

从一杯简单而令人沉醉的好咖啡开始，atacama希望给所有热爱生活、渴望分享的都市青年创造一个开放而包容的空间场域。希望借由咖啡，想象一个更好的世界。

店主Hannah自己也曾只是一个普通的咖啡消费者：如果精品咖啡馆的种种复杂指标令人心生不安，是不是可以编织一种更简洁和直观的语言来与顾客对话，把干燥紧张的饮用体验拍一拍，变得更轻松自在。atacama坚信咖啡是自由的，而「创意咖啡」本身的丰富性，让它能承载更多的语义功能；咖啡成了传达不同生活方式的载体，通过特调的方式在杯中复刻出抽象的视觉。

在这个基础上，我们创造了趣味又冒险的字符系统为品牌进行视觉搭建。在繁多的意义与内容间探出头喘口气，建出一座可以容纳自由表达的字符之屋。


Simple but no simpler.
Atacama is a boutique coffee brand based in Wuhan.

Starting from a cup of simple but intoxicating coffee, atacama hopes to create an open and inclusive space for all urban youth who love life and are eager to share. Through coffee, we hope to imagine a better world.

Hannah, the owner of atacama, used to be an ordinary coffee consumer herself: if the complexity of boutique cafes is so disturbing, is it possible to weave a more concise and intuitive language to talk to customers, and make the dry and tense experience of drinking coffee a little bit more relaxed? Atacama believes that coffee is free, and the richness of "Creative Coffee" itself allows it to carry more semantic functions; coffee becomes a carrier for conveying different lifestyles, reproducing abstract visions in the cup through the use of special blends.

Based on this, we created a fun and adventurous character system to visualize the brand. We poked our heads in between the many meanings and contents, and built a house of characters that could accommodate free expression.