Freigeister
​品牌/包装设计

Freigeister精品咖啡坐落于上海，其名称为德文自由意志的复写，品牌以自由作为生活的向往，没有思维的边界，没有现实的牢笼，其秉承“自由，严谨，创新”的品牌理念，以“自由意志”作为价值积淀；

设计灵感来源于品牌名称“Freigeister”与品牌价值观“自由意识”，从“无界限、无边界”等关键词出发；以文字型Logo为主，提出数学概念中的代表“空/无”含义的空集符号“∅”，与品牌名称中出现次数最多也最均衡的字母e进行结合，将品牌名中出现的字母e均以45%倾斜与“∅”做同构；延展则利用“∅”倾斜角度与分割方式，作为品牌的强识别运用在品牌物料之中，倾斜线条的不断延伸，体现“不设限/无边界”；
 

Freigeister boutique coffee is located in Shanghai. Its name is a copy of the German word for free will. The brand takes freedom as its aspiration for life, without the boundaries of thinking and without the cage of reality. It adheres to the brand concept of "freedom, rigor, and innovation" and takes "free will" as its value accumulation;

 

The design inspiration comes from the brand name "Freigeister" and the brand value "free consciousness", starting from keywords such as "unbounded, borderless"; based on the text-based logo, the empty set symbol "∅" representing the meaning of "empty/nothing" in mathematical concepts is proposed, combined with the letter e that appears most frequently and most balanced in the brand name, and the letter e that appears in the brand name is tilted 45% to be isomorphic with "∅"; the extension uses the tilt angle and segmentation method of "∅" as a strong brand identification and is used in brand materials. The continuous extension of the tilted lines reflects "no limits/no boundaries”.