毛姆礼帽丨咖啡品牌设计

毛姆礼帽是独立艺术家同时也是名人手稿博物馆主理人 ，为博物馆打造的一个集“精品咖啡、生活方式、人文艺术”的第三空间。我们试图提炼主理人的特质，且应用在品牌设计的概念里。品牌从0-1的搭建中，品牌名字也悬而未决，在一系列名字中，最后选择了毛姆礼帽，来源于主理人很喜欢的小说月亮与六便士，表达艺术家们理想与现实的抉择。同时19世纪的法国咖啡馆是文化交流的中心，艺术家们常常在这里聚集，讨论艺术和理想。而咖啡馆打破了社会阶层的界限，使得不同背景的人们能够相聚一堂。许多艺术家在咖啡馆中寻找灵感，观察生活，甚至直接在咖啡馆中创作。

"Maugham’s Top Hat" (Mao Mu Li Mao) is a "third space"—blending specialty coffee, lifestyle, and the arts—created by Mr. Qiu Jian, an independent artist and the curator of a museum dedicated to celebrity manuscripts. In developing the brand from scratch, we sought to distill the curator's personal characteristics and weave them into the brand's design concept. Among the various names considered, "Maugham’s Top Hat" was ultimately chosen; it draws inspiration from the novel *The Moon and Sixpence*—a favorite of the curator—reflecting the choice artists face between idealism and reality. Historically, 19th-century French cafés served as hubs for cultural exchange, where artists gathered to discuss art and ideals. These cafés transcended social class boundaries, bringing together people from diverse backgrounds. Many artists found inspiration and observed life within these spaces, and some even created their work right there.

从品牌特质出发，标识设计融合了传统、典雅和现代的亲和力为一体,以衬线体为基调,辅以微妙的可变线条,连字,污渍以及铅印中文宋体,赋予品牌独特的,怪诞的意境。 礼帽,标语,火漆图形都是重要的品牌资产,但被视为品牌的装饰品,而不是品牌本身的一部分,它们都可以用来增加品牌的附加价值,特别是对于周边产品,设计的初衷在于使毛姆礼帽依附于不同的环境,我们从而开发了多种表达形式,旨在创造出毛姆礼帽独有的品牌感官世界。复古是永远不会过时的潮流 当你走近一些旧时光的瑰宝，也许会真正感受到经典是穿越时空的存在 一杯咖啡，或是一件工艺品，其实你离他们的距离并不遥远，文豪、学究也曾年轻，有一些追求和情感是时间流动中不变的共鸣。

Rooted in the brand's unique character, the visual identity blends tradition and elegance with a modern, approachable appeal. Anchored by a serif typeface and accented with subtle variable line weights, ligatures, ink-bleed effects, and traditional Chinese *Song* typography, the design evokes a distinctive, slightly whimsical atmosphere.

The top hat, slogan, and wax seal motif serve as key brand assets; treated as decorative elements rather than the brand identity itself, they enhance the brand's value—particularly in merchandise. The design concept centers on adapting the Maugham top hat to diverse contexts, leading to a range of expressive forms that create a unique sensory world for the brand. Retro style is a trend that never fades; when you encounter these gems of a bygone era, you may truly sense how the classics transcend time. Whether it is a cup of coffee or a handcrafted object, they are closer to you than you might think—after all, literary giants and scholars were once young, and certain aspirations and emotions remain as enduring resonances amidst the passage of time.