Brand name & development
“Since 1872”, a plaque reads, when you enter the Shun Pao building, a restored cornerstone on Nanjing East Road, once home to influential Chinese newspapers.
Simple, elegant, timeless, Shun Pao’s historic gravitas wasn’t lost on us. How do we design a casual, coffee shop brand befitting of this regal, majestic space? We could not let down the people or their memories of old Shanghai… we had our work cut out.
The Orangeblowfish’s best creatives are borne out of challenges we thought we’d never overcome. After several weeks of endless Lawson coffee runs (this was pre- this or that) and un-showered grown men working together, we’re proud to say The Press was the result of that.
We created “The Press” for two main reasons: our client’s existing coffee brand, which was based in Pudong, wasn’t a right fit for the classic feel of the Shun Pao building, and secondly – more importantly – we wanted a name that paid tribute to the 145-year history and heritage of the space.