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Gawatt Coffee Shop Branding by Backbone

Published Sep 15, 2014

Great coffee shop identity system created by art director Stepan Azaryan, graphic designer Karen Gevorgyan, and Illustrator Armenak Grigoryan.

“The solution was to graphically embrace the conceptual approach, we created a pattern depicting products making processes. The pattern formed the basis for identity development. Naming was also successfully deployed in the design. ‘Gawatt’ means cup in Armenian, yet, if without first two letters – name of the universal steam engine inventor or unit of power that one can get with a cup of coffee. In this logic, we designed different sizes of cups depending on the power charge of their contained – watt, kilowatt, megawatt, terawatt.”

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