Bitter Plus Sweet
The Bitter plus Sweet corporate identity reimagines craft coffee aesthetics through a dual read monogram. Inspired by the duality of coffee, balancing strength and softness, the design merges a geometric heart with the brand initials. A structural B denotes bitter roasts, while an S conveys sweetness. Engineered on a strict mathematical grid, the scalable logo utilizes an organic palette of Espresso Brown and Sage Green. This approach subverts industrial cliches, engaging consumers with a rewarding hidden visual narrative.
Bitter Plus Sweet Corporate Identity by Liying Wang has been highlighted as a grand example of communication design by the A' Design Award & Competition. Bitter Plus Sweet Corporate Identity earned the Iron A' Design Award in Graphics, Illustration and Visual Communication Design in 2026. The A' Graphics, Illustration and Visual Communication Design Award is a highly prestigious, international, juried design award that honors exceptional design of logos, posters, infographics, brochures, packaging designs, business cards, book covers, billboards and more.
