2018

Parchmen & Co. logo and packaging design

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Client
Parchmen & Co.

Creative Director
Bryan Angelo Lim

Art Director
Lau Li Qin

Printer
Dominie Press

Graphic Designer
Lau Li Qin

Printer
Dominie Press

Documentation photography
Lau Li Qin
Deborah Neo
Lim Jia Qing

Parchmen & Co. is a coffee and tea company based in Singapore that began with a passion, first, for coffee, then later slowly, for tea. It was established with the firm belief that quality coffee and tea should not be made available only to the wealthy. Instead, it should be accessible to all. This belief has taken them to far-ends of the earth to the best quality coffee and tea producing regions in order to source directly from the farmers and making it available to consumers in Singapore at reasonable prices.

To communicate this idea, the art direction taken was a clean and minimalist aesthetic that sought to get rid of all the excesses in terms of graphic elements, and present the information about the product clearly and succinctly. Apart from the colours used to differentiate between the products, the overall packaging design was kept simple and to-the-point, just like Parchmen & Co.’s products—quality without the fluff, pure and simple.

As part of the packaging design process, our team re-designed the company’s logo with a more timeless, elegant and refined outlook. A simple, flexible system of application of the logo was developed so that progressively simpler and reduced forms, like the monogram or the iconic, logo mark may be used while still retaining a distinctive appearance.

Though simple, the logo subtly embodies the company’s insistence on never sacrificing quality for quantity by strictly adhering to the steps needed for milling and roasting the coffee beans; the staggered format in the logo type and monogram is most representative of this. To further elaborate on the milling process, the white oval in the logo mark is representational of the coffee cherry with the parchment revealed while the dark oval is the coffee bean revealed after the parchment has been removed and ready to be roasted.

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