Joe: Consistency, Trust, Dreams & Waste

January 31, 2020

At Aquí, we take our cuppa Joe very seriously. Rest assured, because the same applies when it comes to design. As avid coffee drinkers, we often ask, “How do you like your coffee?” And as a creative boutique, we like to ask, “How do you like your design?” Joe is a blog segment where we - #TeamAquí - share our design inspirations.


Branding consistency with Brand Archetype (BAT)

Evelyn was doing research for a project that we were working on and she came across a branding design project done by Brand Archetype (BAT) that caught her attention. Jumping on the bandwagon of providing car-sharing services, Hyundai Capital has developed the Delivery Car application. It is not just any car-sharing service - there is a designated agent who would deliver the car to your location and take it back once you are done using it.

Looking at the colours itself made us all feel a sense of comfort and friendliness. The brand’s visual motif is a curvy adaptation of the diegut (ㄷ) frame found in the brand name (딜카) which we all thought was very clever. Its flexibility and applicability created a graphical system that is very consistent and easy to use.

“It’s interesting to see designs from different parts of the world as they are all very unique. Most of the wordmarks that we create or fonts that we select are for brands in English - I wonder how different it would be to design for a Korean or Japanese brand,” Evelyn told us.


What makes us trust a brand?

What works hand in hand with branding design to bring out the best in a brand? What makes people trust a brand? Akram shares a video where Thierry Brunfaut, Creative Director & Partner of Base Design, sheds some light on this topic.

A brand that you trust is like your friend, you understand them well enough to know that they will never “kick you in the back” like Instagram did. Brunfaut believes that the brand design has to convey what the brand promises.

“In order to let people understand who I am, they need to hear my tone of voice and observe the way I act,” Akram further explains.

Brunfaut says that trust is something you use years to build but can easily lose. That serves as a good reminder for all of us to always stay true to ourselves while putting in our best to deliver what we promise.


Role Models and Dreams

Who was your role model growing up? Where did you discover them? What would you let your kid(s) read? What would you want them to be exposed to? Maria tells us that Bravery Mag would definitely be part of her kid’s reads.

Bravery Mag was an idea developed between two friends, Elyse and Ashley, who started it as a Kickstarter campaign in 2017. It is now a quarterly print publication for kids that features strong female role models. This idea stemmed from a conversation that Elyse and Ashley had years ago about “the lack of strong role models available to help us teach our girls bravery.” The magazine aims to inspire and empower the next generation to dream big and have the courage to chase after them.

“Girls and boys should be able to have any kind of dream. We grew up believing in stereotypes about gender roles - that girls should be princesses and that only boys can be astronauts. But that’s not it,” Maria elaborates on the idea behind the magazine.

Anyone can do or be anything if they put their minds to it. It is very comforting to know that there are publications like Bravery Mag available for the younger generation that helps them believe in themselves and build confidence to take on the world.


Reduce Waste; Useless

Recent report on The Guardian tells us that the World’s consumption of materials hits record 100bn tonnes a year. A third of it is waste, which goes into landfill, and only 8.6% of it is being recycled. With that being said, you should know that Yu Ting is always frowning upon the amount of plastic waste that she has to deal with on a daily basis and she is always looking for alternatives to reduce any form of waste.

The guys at Nice and Serious felt the same way. One day during lunch, a group of them were frustrated at the amount of useless plastic used to wrap their food and almost everything they consumed. After realising that there are different zero-waste alternatives available but not widely known, Useless, an online crowdsourced zero-waste guide for Londoners was then developed.

The playful-looking website is filled with cute illustrations and animations. We got to explore an interactive map of London where you can find zero-waste shops in different areas. There is also a ‘survival kit’ with recommended zero waste alternatives.

“Honestly, it isn’t difficult to make a switch but it definitely feels like taking a step out of our comfort zones. What Useless does is It increases accessibility to these alternatives and displays collectiveness which makes the lifestyle change less daunting,” Yu Ting says.


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