Cafe

Flow Coffee

2022, Dalian

An illustrative sketch of a flower

Challenge

Flow Coffee是一家已经运行了一段时间的社区咖啡馆，虽然有logo，但是没有完整的视觉系统，导致店内整体的海报、菜单、杯子等等物料，显得相当零散。客户希望能有一个简单的视觉系统，统一店内的物料感觉，传递一种温暖、简单的氛围。

Process

The second paragraph of an article is sometimes called the “nut graph,” which is short for “nutshell paragraph.” That’s because this is usually where the article gets to the heart of the matter—the main point. After the first section, the reader is ready to hear what’s truly at stake in this piece of writing. They’re invested. They’re paying attention. If your piece is long enough to have long, multi-paragraph sections, then you’ll want to use this strategy throughout to make sure you’re holding reader attention in a consistent way.

An illustrative sketch of a flower
An illustrative sketch of a flower

Last subheader, for good measure

Finally you arrive at the ending of the article. This is a good place to wrap things up and conclude with takeaways. If you’re writing something for a more traditional publication, it can be nice to end on an anecdote that mirrors the theme of the piece. If you’re putting together some content for a company blog, you’ll probably just want to close out in a tidy way and include a CTA of some kind. Writers should take note: Usually, when you write a draft, you finally get to the main point at the end. An old editing trick is to take that idea and put it at the top of the piece. Consider whether that would work for you in this case.

©2025 Yunying Zhang.

Cafe

Flow Coffee

2022, Dalian

An illustrative sketch of a flower

Challenge

Flow Coffee是一家已经运行了一段时间的社区咖啡馆，虽然有logo，但是没有完整的视觉系统，导致店内整体的海报、菜单、杯子等等物料，显得相当零散。客户希望能有一个简单的视觉系统，统一店内的物料感觉，传递一种温暖、简单的氛围。

Process

The second paragraph of an article is sometimes called the “nut graph,” which is short for “nutshell paragraph.” That’s because this is usually where the article gets to the heart of the matter—the main point. After the first section, the reader is ready to hear what’s truly at stake in this piece of writing. They’re invested. They’re paying attention. If your piece is long enough to have long, multi-paragraph sections, then you’ll want to use this strategy throughout to make sure you’re holding reader attention in a consistent way.

An illustrative sketch of a flower
An illustrative sketch of a flower

Last subheader, for good measure

Finally you arrive at the ending of the article. This is a good place to wrap things up and conclude with takeaways. If you’re writing something for a more traditional publication, it can be nice to end on an anecdote that mirrors the theme of the piece. If you’re putting together some content for a company blog, you’ll probably just want to close out in a tidy way and include a CTA of some kind. Writers should take note: Usually, when you write a draft, you finally get to the main point at the end. An old editing trick is to take that idea and put it at the top of the piece. Consider whether that would work for you in this case.