「AROUND COFFEE」位于上海一座楼宇之间，过往都是匆匆忙忙的职场白领，过着每天繁忙又空虚的生活。“Around”寓意我就在你身边/在你身后，希望给往来白领们带来一丝温暖，一丝慰籍。品牌的slogan也围绕这个点进行展开，“Good things around you！”中文意思是“好事常伴”。此次品牌迭代我们保留了之前的品牌橄榄绿和描边的特征，保留背影特点，将轮廓变得更加圆润，复杂的上半身聚焦到头部，并增加了“小绿帽”为宣传点进行推广，记忆点更加突出。

‘AROUND COFFEE’ is nestled amongst the buildings of Shanghai, a place where office workers once hurried past, leading busy yet hollow lives. The word ‘Around’ conveys the idea that we are right by your side or behind you, hoping to bring a touch of warmth and comfort to the office workers passing by. The brand’s slogan revolves around this very idea: “Good things around you!”, which translates to “Good things are always by your side” in Chinese. For this brand refresh, we have retained the signature olive green and outlined features from the previous design, as well as the silhouette of a figure from behind. We have softened the contours, focused the complex upper body on the head, and introduced a “little green hat” as a key promotional element to make the brand more memorable.