Responses by Kevin Kwok, director and cofounder, WEEWUNGWUNG
Background: This is the official site for NOC Coffee Co., an online portal for a chain of Hong Kong-based coffee shops. The brand focuses on delivering unparalleled experiences through its meticulous attention paid to coffee, food and space.
Core design: The design approach’s overall direction is both to keep things minimal and also to introduce an intuitive browsing experience that leaves an impression on visitors. We created a dynamic identity by rotating the brand logo’s N, O and C, giving a hint to the concept behind its design—a coffee mug viewed from different angles. With moving imagery communicating the café chain’s atmosphere and dynamics, we were able to keep the content text to a minimum, giving the website a more spacious look and feel. We think this answers NOC Coffee Co.’s core value of meticulous simplicity.
Navigation features: The most challenging aspect of designing this site was keeping the site navigation intuitive, minimal and unique. By centering the navigation panel on the desktop version of the site, it naturally splits the space into two panels. The white stripe of the navigation menu echoes the white coffee sleeve with which NOC Coffee Co. provides their customers. The homepage features the menu in its expanded state. On inner pages, it automatically collapses to maintain the site’s overall simplicity. It can even be shifted to the left-hand side of the browser to give space to more content-heavy pages—e.g., the blog and the soon-to-be-coming eShop.