joe — taoSTUDIO

joe barrel

designer: zhangtao
year: 2025
client: joe barrel

Joe Barrel is a premium specialty coffee brand founded by three accomplished Saudi entrepreneurs. It aspires to become a global mecca for coffee connoisseurs, dedicated to crafting coffee experiences that slow down time, spark meaningful connections, and infuse daily life with vitality.

Its graphic logo masterfully reflects Saudi Arabian identity. The outline has undergone countless manual refinements, delivering a minimalist aesthetic while being rich in personality and intricate details. The design draws inspiration from Saudi Arabia’s petroleum industry, coffee extraction processes, ripe coffee cherries, and desert landscapes. The brand application system is centered around its striking bright-yellow graphic mark.

For the packaging of its exceptional micro-lot coffee beans, the design integrates oil barrel motifs and Saudi geographical characteristics, resulting in a distinctive canister form.

Joe Barrel 是由三位成功的沙特企业家创立的高端精品咖啡品牌，希望发展成为全球咖啡爱好者的圣地，致力打造能够让时间放慢、激发连接、为日常生活注入活力的咖啡体验。

品牌图形标识很好的反映了沙特阿拉伯的特色，轮廓经过多次的手动调整，在极简的观感设定下富含个性和细节特征，灵感结合了沙特阿拉伯的石油工业、咖啡萃取过程、成熟的咖啡果实和沙漠的地域特征。应用围绕醒目的亮黄色图形标识展开。

针对微批次的卓越咖啡豆包装，设计融入了石油桶和沙特阿拉伯的地域特征，呈现具有特色的包装罐形式。