Our message boards are a bit different from those of other coffee shops. Apart from a detailed explanation of our foods and beverages, our message boards also enhance the overall in-store atmosphere by using coffee fragrance swirl-shaped frames on red brick panels. Our message boards also cleverly make the brand text appear to jump out of the board. We use three types of message boards, including chief message boards (with two different sizes), menu boards, and "Daily Offering" boards displaying a menu of Japanese-style foods. When special sales promotion or other smartened-up message boards are needed, we can use the direct expressive methods shown in the illustration to design another four types of color message boards. These include Beverages, Food, Soup, and "My favorite" message boards.

Hanging paintings for sale can be found all over the walls of stores or galleries. We believe that the important thing is not the price of the painting, however, but rather whether the style of the painting can blend in with the overall ambiance of the coffee shop, or whether it can enhance the theme of the coffee shop. For instance, SPR COFFEE pursues a nostalgic jazzy style that harkens back to the old American south of a century ago. We therefore select paintings that recall the magic of live jazz. We therefore use hanging paintings with predominant black and white colors, or shades that approach those of coffee. Our design work involves the use of sketches to establish the coffee shop look we want.

We can also divide one painting into several smaller paintings. For instance, if each painting is 30 cm square, we can separate the four paintings with 5 cm of empty space. This kind of configuration is tremendously appealing.

At the same time, we can use projection to create paintings using our coffee trademark, our distinctive coffee cup, and the experience of drinking coffee. We can add small pads 2 cm in thickness to the back of the central main painting, which will make the main painting appear to jump out of the wall and have a three-dimensional look in the lamplight.

We can further use a modern style where paintings are partially home from the wall. For instance, we can employ an orange background color, and write the names of the world's best-known cities on the painting, or use a relief effect. The chief goal of using striking colors is to express the coffee shop's juxtaposition of a nostalgic atmosphere with modern thinking. 

SPR COFFEE's main scene portrays a senior barista gazing at an apprentice preparing an exquisite cup of coffee for customers; the customers sitting around the store are savoring the coffee's classical taste, while the master attentively listens to their murmurs of praise. The overall scene expresses a mood of satisfaction and contentment. The colors convey the coffee shop's ambiance of harmony and tranquility. The baristas on the other side are busy preparing scrumptious foods, while a table full of customers offer continuous praise. We have look at the size of a store's walls, and determine whether one painting will suffice or whether paintings should be used in combination. Because a good painting needs good lighting, projection lamps can be mounted outside a completed wall painting, or can be installed at the top and on the sides of the wall after they have been thickened by 10 cm.

The noise of traffic and commotion from the street will not disturb the inner tranquility of the coffee shop painting. Perhaps it is the rich aroma of espresso in the jazz scene, or the outdoors picture, or the indoor still life, etc. All repeatedly communicate the message that SPR is the correct choice. What the paintings express is thus the substance of our brand culture.

Traditional advertisements use push and send actions to complete transactions. In the virtual world of Avatar, however, consumers can interact with our brand and use the Internet to have fun sharing the brand and achieve the goal of purchasing. This virtual world has a dimension of interaction and participation that 2D networks cannot match, which is why we see virtual worlds as a promising future brand promotion model.
We use conventional methods to realize virtual reality on our walls. For instance, in the distance a beautiful barista stands beneath a sign and a menu board, next to a coffee maker and grinder, busily making espresso. When you walk a little closer, you see in a flash that it is only a virtual image! Those who have been fooled wear grins on their faces.

After renovation, the unsightly pillars feature waist lines, skirt lines, and figures. The colors are in harmony, the existing lighting serves to guide the eyes, and there is a bulletin board. The scene reveals the use of creative design techniques. Of course we can also extend the styling of the food message board near the coffee bar to the waist lines of the wall pillars, and recreate crashing waves. We can further portray tree trunks, branches, and leaves on the wall using a few pieces of steel rebar, and capture the mood of fall. Another option is to make a hole in the red brick wall and put in some wood, and use wood to produce the corporate trademark immediately above. This can yield a raw, primitive effect. All of these design approaches can express the substance of our brand culture.

In order to extend a coffee shop's brand image while also achieving a separation effect, while also taking customers' safety into consideration, we can affix our laurel logo to clear glass surfaces, or write out the SPR coffee philosophy. Of course we can also attach a trademark color strip or web address color strip to the glass. Whichever method we decide to use, we generally feel that the simple elegance of glass should be left as is, and should not try to rival wall paintings in variety. Because of this, we should use colorless (or white) material to achieve design effects involving glass.

Our brand can be combined with public interest designs. For instance, in order to protect the environment, the designs of trash cans serve to differentiate cans for recyclables and non-recyclable ordinary trash. Some countries even distinguish different types of recycling receptacles, such as containers for metal cans, newspapers, and plastic bottles, and the mouths of these receptacles have different sizes and shapes. Here we present some designs on the fronts and backs of trash cans. In order to respect the rights of nonsmokers, we can also design signs designating smoking areas and plainly telling smokers that they must go to the area designated by the sign if they wish to smoke, and are otherwise liable to be punished. Here we use four languages—Chinese, English, Japanese, and Korean—to tell smokers where they can smoke. We can simply use the design shown in a different illustration if we wish to designate a nonsmoking area.