Blatage, a compound word for “Black” and “Percentage,” is a specialty coffee shop founded and based in Shanghai with an avant-garde business model. Taking heed to emerging trends like customization and personalization, at Blatage consumers are able to decide the precise coffee-to-milk ratio of their beverage. We collaborated with our Client since the conception of the business idea and developed the entire branding system. Online and offline brand assets were designed in preparation for the brand launch.

Like the business concept, a simple and modern approach was applied to the brand identity. The logo comprises of a black cup, representing the coffee, and a white slash, representing the percentage of the milk. We sought to make the concept intuitive and memorable by using universal colors and symbols for the brand to be palatable for the modern and younger consumer.

A year after the brand launch, Blatage has built a positive brand image on WeChat (one of China’s top multi-purpose messaging, social media and mobile payment apps), with sales doubling since the second month of its inception and garnering countless positive reviews. Blatage has also won local coffee awards for its innovative business concept.