Removing distractions to leave an impression in a busy city

large_img-noc-hero.jpg

medium_img-noc-hero.jpg

small_img-noc-hero.jpg

thumbnail_img-noc-hero.jpg

#### IN BRIEF

Hong Kong is all about more. NOC is a coffee company that believes in less. Less of what you don’t need or never asked for. Less irrelevant choice. Less cutting corners.

In a world that is obsessed with more, NOC decided to put a stake in the ground for believing in less. Nobody needs dozens of types of flat white – all you need is a good one. We created a coffee experience to give a moment of calm amid the chaos of a busy city.

#### WHAT WE DID

Our idea of *Curated Simplicity* is expressed everywhere, from identity to the coffee shops, designed to be a sanctuary of calm. Meticulous attention to detail, white space creates a place of tranquility – where customers can focus on the coffee and connect with things that matter to them.

The identity is three coffee cups in three letterforms, applied to a variety of materials created with a pure design aesthetic.

The brand ethos comes alive in ‘*The (not quite) flat white notebook*’, a fresh take on a brand book, more like friendly advice than a guide.

Inspired by the tale of the Princess and the Pea, it’s a story about appreciating the discerning details through the layers of life. The message comes alive in the book designed by using a Japanese binding technique and a locally sourced paper to reflect the brand’s Asian roots. As the story unfolds so does an embossed coffee bean, becoming a tactile metaphor for how little things can make an impression when you sweep away the distractions.

Our design has given NOC a clear level of distinction in the cluttered world of coffee shops. The purity of aesthetic and a calming environment has become something people crave – so much so that the brand has expanded to several outlets in the city.

> "Superunion gave us the voice we directly needed, helping us to sculpt our vision, showed us how to express our unique identity, and carefully formulated a plan that will propel NOC into the forefront of coffee brands."
>
> *– Benny Leung, Founder, NOC Coffee Co.*

##### Awards

Transform Asia Pacific Awards  
*3 Shortlists*

WPPED Cream Awards  
*Winner*

ADC New York  
*Merit*

One Show  
*Merit*


Image - quarter

Text - quarter

Image - half

Video - three quarters

Image - three quarters

Quote - half

Creating a brand, identity and store design for NOC, a coffee experience to give a moment of calm amid the chaos of a busy city.

Superunion | NOC

Superunion is now Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

Design Bridge is now Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

Design

bridge and partners

Menu

NOC

Removing distractions to leave an impression in a busy city