WU Coffe
Category: Visual Identity
Designer: DuLei
Year: 2021
As friends and family drift apart with urban expansion and personal pursuits, loneliness grows—almost an inevitable by‑product of development. But Chengdu is different. Its true charm lies not in pandas, cuisine, or CBDs, but in its people—generations who have shaped a vibrant, warm, and inclusive attitude toward life. That’s why, alongside its bustling teahouses, we want “WU.”
WU is a coffee chain in Chengdu. If straight lines represent the city’s grid, we draw a curve with WU—hoping it becomes a link that brings people together for conversation. In this sense, “WU” (meaning “nothing”) actually stands for “something.”
在快速发展的中国，都市人群总是急于奔波，忘记休息忽略交流。是钢筋水泥封印了人们心中的热情，还是高楼大厦切断了大家沟通的欲望，我们不得而知。
看着亲朋邻里随城市扩张而远去，看着师友同窗为奔赴理想而离别，来来去去，我们便习惯了一个人。城市越大，人口越多，人越孤独，好像已经成为了人类发展必然现象，但成都，不应该是这样。
成都真正的魅力，不是宇宙最萌的熊猫，也不是地表最强的美食，更不是International的CBD……是人，是一代又一代生活在这里的人，塑造了这座最有烟火气的城市和它热情包容的生活态度。所以，我们希望这里不仅有人声鼎沸的茶馆，还有“無”。
“無”作为一家开在都市区的咖啡连锁品牌，笔直的线条好比纵横的街道，我们用WU画出一条曲线，希望“無”能成为一条纽带，让本不相交或忘了相交的人在这里坐一坐，聊一聊，增进社交。所以“無”，反而是“有”了。