PASSORDER
Passorder is a smart order app designed for café visits, allowing customers to pre-order and pre-pay for their coffee or other items. Upon arrival at the café, customers can immediately pick up their orders, bypassing any lines and saving time. This app streamlines the ordering and pickup process, making it a convenient choice for anyone looking to minimize their wait at cafes.
Project Type:
Branding
Role:
Brand Identity & Visual Design
Industry:
Coffee / Café Tech (Mobile App Service)
Scope:
Brand Strategy, Brand Storytelling, Visual Identity, Logo Design, App Branding, Character Design, Digital & Print Assets
Year:
2024
Brand Essence and Slogans
In the process of developing "PassOrder's" brand identity, We discovered the brand's core values of enabling 'fast' orders and 'connecting' customers with cafes. We cleverly adapted the phrase "time flies when I'm with you" into the slogan "Time flies with PassOrder", and further developed a more direct slogan, "Get your coffee quicker with PassOrder."
Font and Visual Keyword
To embody the brand's values of 'speed' and 'connection', we incorporated a font into the logo design that blends both linear and curved elements. Furthermore, we chose 'light' as the main visual keyword and used it as the primary object to emphasize these values.
Visual Concept and Elements
In reflecting the 'speed' and 'connection' values of PassOrder, as well as the characteristics of the 'cafe' industry, we established a unique visual concept of "When hands touch, space-time blurs." This concept encompasses the moment from when a customer touches the app to order, to the moment the coffee is delivered. Through the use of a gradient (sub-visual keyword), a purple point color, imagery of coffee merging with water or milk, round text placement, and the combination of circles forming a coffee bean shape, we've visually represented the 'flow of space-time.'
Characters
To infuse a sense of familiarity into the technical aspects, we created character illustrations. We reinterpreted PassOrder's original 'fire' character uniquely, aligning it with the visual concept and point color. Additionally, using coffee-related elements like fire, water, and coffee tree leaves, we designed a range of additional characters. We utilized these created characters across various online and offline promotional materials, such as mobile banners and merchandise.
