// 01100010011101010111010000100000011000100110010101110010011100110111010000100000011000110110111101100110011001100110010101100101
NOW, BASED ON REAL EVENTS THE CHOICE IS YOURS
A glitch in the matrix
is it matrix? or the world we live in?
PROJECT OVERVIEW
Client: BUT FIRST [COFFEE}
Project brief:
Concept, Logo, Video Logo Presentation, Web Design, UI/UX Experience, Packaging, Business Cards, Video Presentation, 3D Mockups
Wake Up to the Choice: A Coffee Experience Inspired by Decisions
As designers, we're constantly seeking ways to elevate everyday experiences. For this coffee brand, we embarked on a journey to transform the routine morning ritual of choosing a cup of coffee into a thought-provoking exploration of choice and consequence. Drawing inspiration from the iconic film The Matrix, where Neo is presented with the red or blue pill, we designed a website and brand identity that challenges users to confront their own daily decisions.
Concept: The Choice is Yours
The user journey begins with a stark visual metaphor – a red pill and a blue pill. The text "NOW, BASED ON REAL EVENTS THE CHOICE IS YOURS" flashes on the screen, a playful nod to the film's famous scene. This initial decision point sets the tone for the entire experience, reminding users that even the most seemingly mundane choices can have significant implications.
But First [Coffee]: Binary Code and Personal Power
The inspiration delves deeper into the concept of choice. A captivating binary video unfolds, featuring streams of 0s and 1s, the fundamental building blocks of the digital world. Interspersed within this digital flow are textual prompts, each presented in a distinct color:
"Take the Opportunity" (Red): This phrase, emblazoned in a vibrant red, echoes the red pill from The Matrix, symbolizing action, change, and the potential for a different outcome.
"Is this the choice you didn't have?" (Blue): Presented in a calming blue, this question prompts users to reflect on past limitations and missed opportunities.
"This choice, it's yours." (White): This white text, standing out against the binary code, signifies the empowering freedom of choice.
Logo Design:
The logo, with its clever wordplay, distorted font, and black and white color scheme, creates a memorable brand identity. It perfectly encapsulates the concept, prompting users to consider their daily choices, starting with the all-important decision – "but first, coffee."
The simplicity of the design paired with the glitch effect creates a sense of intrigue and modernity. This logo effectively sets the stage for the interactive and thought-provoking website experience we've designed.
A Glitch in the Matrix: The logo adopts a distinctive glitch effect font, where the letters "but first" appear distorted, as if experiencing a digital glitch. This immediately hints at the brand's connection to choice and the playfulness of the concept.
Double Duty Words: The word "but" cleverly doubles as both a conjunction and a reference to the red and blue pill choice from The Matrix. This reinforces the website's theme of decision-making.
Coffee Emphasis: Directly beneath "but first," nestled within the glitched font, sits the word "coffee." Presented in white against the black background, it stands out clearly, leaving no doubt about the brand's product.
Color Palette:
As designers, we carefully selected a color palette that reinforces the brand's core message of choice and decision-making. The white text paired with a black background establishes a neutral foundation for the brand identity. This stark contrast emphasizes the importance of the message being conveyed.
To directly represent the binary nature of choice, we incorporated two additional colors: red and blue. These colors hold undeniable symbolism, as they directly reference the iconic red and blue pills from The Matrix that inspired our concept.
The Psychology of Color
We recognize the inherent power of color psychology. Red, a bold and vibrant color, often represents passion, action, and energy. Blue, on the other hand, is traditionally associated with calmness, trust, and reflection. By juxtaposing these colors, we aim to convey the potential consequences of choice—the possibility of a stimulating, energetic outcome, or a more introspective, grounding experience.
Web Design and UX (User Experience):
Our goal for this coffee brand website was to create an immersive experience that translates the concept of choice into a visually engaging and memorable online journey. Inspired by The Matrix and the red vs. blue pill dilemma, the website challenges users to consider even the most mundane decisions, starting with their morning coffee.
One-Page Scroll with a Twist
We employed a single-page scrolling format to guide users through a seamless and uninterrupted journey. However, we deviate from traditional scrolling experiences by incorporating dynamic and playful animation effects. This adds a sense of intrigue and keeps users engaged as they explore the website.
Glitch Effects and Distorted Typography
Drawing inspiration from The Matrix, we strategically incorporate intentional glitch effects throughout the website. Text elements might subtly flicker, distort, or appear as if they're suffering from a digital malfunction. This reinforces the brand's connection to the film, while adding a touch of playful mystery to the user experience.
Binary Code as a Visual Motif
We use binary code as a recurring visual theme. Scrolling videos featuring streams of 0s and 1s interspersed with thought-provoking text prompts remind users that even simple choices are coded into the fabric of our daily lives.
Gamified Coffee Selection
When it's time to choose between the two coffee products, we present a gamified decision point. The red coffee bag and the blue coffee bag are playfully positioned as choices "1" and "0" within the context of binary code. This lighthearted approach acknowledges that even coffee selection can be seen as a series of ongoing choices that influence our days.
Overall UI/UX Philosophy
The website's UI/UX places a strong emphasis on visual storytelling, interactivity, and a sense of playfulness. We want users to see their daily choices, starting with their morning coffee, as moments of power and potential. While the overall look and feel are bold and unconventional, we ensured that navigation remains intuitive. This allows users to discover all the brand has to offer, from its unique coffee products to its philosophy on choice.
This choice, it's yours.
Take the Opportunity
Is this the choice you didn't have?
// #BUTFIRSTCOFFEE
// CHOICE [1] Blue Product
// CHOICE [1] Blue Product
// CHOICE [0] RED Product
// The word depends on you, Ch0ose well
NO ORDER HAS BEEN FOUND IN THE SYSYEM
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// Space
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// This is the binary representation of "but first coffee"
// Standard Code for Information Interchange
// WE KNOW YOUR PASSWORD *butfirstcoffee_2024
// don't worry the only thing we like to share is coffee, not password.
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