Amelia’s is an Australian coffee brand, the ground coffee has a silky soft texture and impressive mellow tone, which is also the old customers’ favourite. The core of this project is to visualise Amelia’s brand features and impressions.

The taste is still the most direct demonstration of the coffee quality even though the coffee industry has become very mature. Therefore, the major concept is to stimulate customers’ memories towards Amelia’s coffee. The icon is designed via the above view of the coffee cup to remind viewers of the experience of drinking Amelia’s coffee, creating brand memories. The smoothly curvy typeface, the coffee bean as well as the natural leaves these detailed elements reflects the brand features.