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 was recognized as a creative representation of communication design by the A' Design Award & Competition. Bitter Plus Sweet Corporate Identity received the Iron A' Design Award in Graphics, Illustration and Visual Communication Design in 2026. The A' Graphics, Illustration and Visual Communication Design Award is an international, juried, academic and meritocratic design competition which celebrates outstanding design of logos, posters, infographics, brochures, packaging designs, business cards, book covers, billboards and more.
