• CLIENT:

    The Press

  • LOCATION:

    Shanghai

  • DATE:

    April 2015

DELIVERABLES

  • Brand creation
  • Brand name & development
  • Graphic design
  • Illustration
  • Brand identity
  • Brand architecture
  • Signage/Wayfinding graphics
  • Wall art
  • SHARE:

THE STORY

“Since 1872”, a plaque reads, when you enter the Shun Pao building, a restored cornerstone on Nanjing East Road, once home to influential Chinese newspapers.

Simple, elegant, timeless, Shun Pao’s historic gravitas wasn’t lost on us. How do we design a casual, coffee shop brand befitting of this regal, majestic space? We could not let down the people or their memories of old Shanghai… we had our work cut out.

The Orangeblowfish’s best creatives are borne out of challenges we thought we’d never overcome. After several weeks of endless Lawson coffee runs (this was pre- this or that) and un-showered grown men working together, we’re proud to say The Press was the result of that.

IMAGINATING THE PRESS

We created “The Press” for two main reasons: our client’s existing coffee brand, which was based in Pudong, wasn’t a right fit for the classic feel of the Shun Pao building, and secondly – more importantly – we wanted a name that paid tribute to the 145-year history and heritage of the space.

Visit this classic Shanghai restored institution at 309 Hankou Road. Soak in the city’s atmosphere, and remember tag THE PRESS pictures with #ballsdeepinpaint

For more project details, contact our Imaginate team here.

"Accessible for weekdays, yet elegant for evenings”: our two-fold brand challenge, due to Shun Pao’s prime location for lunchtime diners and after-work business drinks.
Preserving the newspaper culture: front pages of yesteryear, with artifacts saved from Shun Pao.
What do you think about first: French Press coffee, or papers hot off the press?