First Crack : Coffee Shop
Branding | Food & Beverage
For Indonesia, coffee is a mark of an era. It is a part of the bitterness of our nation’s past, where Dutch regime oppressed our farmers to plant coffee plants.
However, it is also marked the moment we reclaimed back the rights to our land, where the coffee production was finally ours and we were proud to call them as Indonesian Coffee.
Years have gone by since then and it is time to question how would we preserve the legacy and how could we make it better. Those two questions are exactly the ones that First Crack Coffee lives by.
SANROK created the visual for signsystem and artworks for First Crack Coffee branch in Senopati, Jakarta.
However, it is also marked the moment we reclaimed back the rights to our land, where the coffee production was finally ours and we were proud to call them as Indonesian Coffee.
Years have gone by since then and it is time to question how would we preserve the legacy and how could we make it better. Those two questions are exactly the ones that First Crack Coffee lives by.
SANROK created the visual for signsystem and artworks for First Crack Coffee branch in Senopati, Jakarta.
The Rise of Java
In order to nurture the coffee legacy, there’s a need to create an ecosystem, to establish the good cycle from Coffee Farmer, Beans Supplier, Coffee Shop, to Consumers.
In order to nurture the coffee legacy, there’s a need to create an ecosystem, to establish the good cycle from Coffee Farmer, Beans Supplier, Coffee Shop, to Consumers.
The visuals are inspired from Batik Parang’s continuous pattern, representing human connection with God, other people, and environment. Its philosophical value also encourages to continue improving and care about other’s welfare and sustainability.
Creative Director
Michael Alexander
Lead Designer
Muhammad Mirza
Copywriter
Wordshelf Studio, Tiffany Alexandra
Photographer
Kafin Noeman
Michael Alexander
Lead Designer
Muhammad Mirza
Copywriter
Wordshelf Studio, Tiffany Alexandra
Photographer
Kafin Noeman
Team Notes
“We learned so much about coffee during this project—never know there are lots of technicalities involved. Gonna be more appreciative with the daily coffee takes from now on.”
“We learned so much about coffee during this project—never know there are lots of technicalities involved. Gonna be more appreciative with the daily coffee takes from now on.”
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