Hong Kong is an urban jungle in a jungle.

This densely populated, vertical quagmire, is bursting with content - satiating an era that believes in more.

NOC is a coffee company that believes in less.

With a philosophy rooted in minimalism and curation, we developed a brand positioning around the idea of curated simplicity. And ensured it was infused across every design touch point.

NOC aspires to remove distractions, so customers can appreciate and connect with the things that matter.

Less of what you don’t need, or never asked for. Less confusing menus. Less multiple choice.

Less overly interested sales people. Less cutting corners.

We brought this philosophy to life with a brand positioning told through a contemporary visual identity and retail experience designed to offer...moments of calm in the chaos of the city.

Retail environments were designed to be sanctuaries of calm in the urban jungle. Meticulous attention to detail, use of white space and contemporary fittings come together to remove daily distractions, creating a place of tranquility – where customers can focus on the product and connect with the things that matter to them.

We created a bespoke art direction style, and shot an image library for social media, print and promotional use.

Our positioning and design solution has given NOC a clear level of distinction in the saturated world of coffee shops. The minimal design aesthetic, and calming environment has become something people crave – so much so the brand has expanded to 6 outlets with more planned before year end.

“One of the best coffee shops in the world for design lovers.” – Wallpaper Magazine