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c People

BRANDLife

Discovering the crux of the third wave coffee

experience.

Nowadays a nice cafe is a place where people can produce books as a resource that translates meanings of
slow down, go easy on food choices and enjoy a sense current designs, which practitioners can count on for
of community. With quality food and service, it is a ideas and inspirations.
great start for a day no matter how the day would go, a With their new book, BRANDLife, Victor and his
reliable pick-me-up and an ideal spot to just watch the team aim to provide a dimensional review of the global
world go by. coffee scene. Covering topics from conception to applica-
That is why Victor Cheung and his team in Viction- tion, BRANDLife: Cafés & Coffeehouses offers an insider’s
ary decided to create a book on branding of a modern view on the making of coffee institutions that play up
coffee shop. Prior to founding Victionary in 2001, Victor today’s experience-driven coffee culture. Through the
Cheung studied design in Sydney in the 90s, an era where tasteful graphic identity and interior design projects
there’s no internet and design students had to look to sourced from around the world, the synergy between
design magazines and books for inspirations. There were these expertly curated collateral, furnishings and spaces
books with great contents, but their layout and packaging is then decoded in interviews with design whiz. The head
design didn’t speak design language. After graduating, of top coffee roasters Verve and Ritual, who offer words
Victor joined IdN and left as a creative director when he of wisdom on realizing vision and making coffee with an
felt ready to start his own firm. He envisions his books as attitude: “Having fun and taking the coffee seriously
“visual dictionaries”. It represents the brand’s mission to continue to be a part of the culture, but now I know that

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