MORE.I

MORE.I is a buyer shop that gathers a diverse array of products. This project is specifically designed for the MORE.I branch located on Qingguo Lane in Changzhou, which focus on coffee. It is the first shop in Changzhou to offer Gaiwan coffee—a concept that uses the traditional lidded bowls typically associated with tea brewing—offering a unique experience. In this café, the authentic Jiangnan charm of Qingguo Lane harmoniously blends with the Western appeal of coffee. Consumers are invited to embrace the vibrancy of daily life and artistic elegance.

The space design incorporates the iconic white walls and black tiles of Qingguo Lane, capturing the essence of Jiangnan. Modern design elements further enhance the space, creating a distinctive atmosphere that combines classical charm with contemporary chic. The auxiliary graphics are inspired by the architectural details and natural scenery of Qingguo Lane, featuring motifs like the letter "M" in a sleek calligraphic font, a fan-shaped plaque, flowing water, and a stone bridge. These elements reflect a deep connection between MORE.I and the local cultural identity.

To highlight the essence of MORE.I, the design team has created a series of flat illustrations, depicting everyday scenes in the shop with simple, sleek lines to evoke a relaxed and cheerful ambiance. To engage customers on a deeper level, a fresh set of stickers is released each week, featuring humorous slogans or buzzwords for each day. These stickers and diverse characters in the illustrations do more than just enhance visual appeal; they create an emotional resonance between the brand and customers.

Design ingenuity extends to the logo, where "MORE.I" is presented in a slender, elegant font with gracefully curved and extended strokes, and the period is cleverly transformed into a star icon. This logo design combines vintage charm with modern chic, reflecting the brand's essence of elegance and fashion. Whether it is printed on cups or packaging, its minimalist and refined appeal always leaves a lasting impression.