VVG THEATER CAFÉ BRAND IDENTITY

劇場中的劇場
在地藝文生活
品牌簡介
座落於臺中國家歌劇院一樓,VVG Theater Café 好樣劇場咖啡是 VVG 集團的全新品牌,為歌劇院聽眾與旅客提供精緻的餐飲服務,同時也是一處優質的休憩空間與活動地標。以「劇場中的劇場」作為核心概念,這所開放式的咖啡輕食站將美學、藝術演繹於生活劇場,漸進地實現 VVG 心目中的美好日常。透過歌劇院的推廣與凝聚力,品牌拉近在地居民和藝文產業的距離,譜寫各自質感生活的劇本。
Background
Located on the first floor of National Taichung Theater, VVG Group launches a new cafe brand VVG Theater Café in August 2021. This cozy shop serves exquisite foods and drinks for visitors. Besides, it is also a comfortable place for resting and relaxing. Taken "Theatre in theater" as the core concept, this open coffee station interprets aesthetics and art in the architecture, gradually realizing the ideal VVG lifestyle. Through the cohesion and influence of this landmark building, the brand connects local residents and the art industries, creating their own chapter of an arts and designs life.
設計方案
主視覺延伸 VVG 現代俐落的調性,用歌劇院樂譜的形式,以幾何線條、圓形呼應音樂的節奏感。不同粗細的線條如同樂器的線,表現不同音階的變化;圓形則象徵劇場中的聚光燈,在畫面中引導觀眾目光。品牌色調以簡約的黑灰白為主,將彩色留給作為主角的群眾與藝術人員,環境視覺選用相對低調的配色。應用物中的圖片與文字框交疊出層次感,以不同粗細線條層層配置,搭配大小不一的圓形點綴,潛意識地聚焦觀者視線。
Design
The design method retains the modern and neat persona of VVG, inspiring by the form of sheet music, to echo the rhythm of music with geometric lines and circles. Lines of different thickness simulate the structure of instruments, expressing the undulation of musical scale; the circle symbolizes the spotlight in the theater which guides the audience's eyes. Black, gray and white are the brand's main color, and the design layout creates a sense of hierarchy by overlapping images and text boxes, subconsciously navigating viewer's sight between the lines and circles.
  • Client
    VVG
    好樣本事股份有限公司
  • Services
    Brand Identity
    Brand Guideline
    Logo & Logotype
  • Year
    2021 - Present
  • Art Director
    Leo Huang
  • Designers
    Leo Huang
    Mimi Tsen
    Jha Zhang
    Chien Chia Chen
    Wan Yu Cheng
  • Copywriting
    Vivia Wang
  • Typeface
    Gotham
    ITC Blair
    文鼎黑體
    ヒラギノ明朝 Pro
  • Photographer
    VVG Theater Café