佳啡 Jiafei
In Japan, family crests are visual emblems that embody lineage, honor, and spiritual heritage. Inspired by this tradition, the brand name “佳啡” (Jiafei) is derived from the Japanese term for family crest, adopted as a homophone in Chinese. As generations pass and stories accumulate, these crests transcend their visual form, evolving into a spirit, an ancestral symbol shaped by time and carrying an enduring legacy.
Water, to me, is also an eternal symbol. Just as lineage flows through generations, water is the foundation of life and the essence of a truly good cup of coffee. Coffee cannot exist without water; it is the medium through which flavor, warmth, and memory are revealed.
Guided by this philosophy, the brand’s visual identity centers on a family-crest motif composed of coffee beans and water. The logo unites heritage and fluidity, tradition and craft, expressing a timeless spirit that flows from the past into every cup.
Client–佳啡
Year–2017
Location–Taipei, Taiwan