Why High Altitude Coffee’s Redesign Won Over Beijing’s Creatives

Ever walked into a coffee shop where the barista might be a startup CEO—or where customers jump behind the counter just to help? That’s the everyday magic at High Altitude Coffee in Beijing, a spot so beloved its regulars volunteer as staff. But there was one problem: its original logo looked more like a 2003 clip art project than a modern café brand.

The short answer? A six-week redesign by two young designers from the Central Academy of Fine Arts transformed High Altitude’s visual identity—starting with treating the brand like a living, breathing person rather than just a logo. The result? A cleaner, warmer mark that’s now part of the shop’s charm.

High Altitude Coffee isn’t just about great espresso—it’s about community. The owner’s passion for coffee (and people) turned regulars into unofficial hosts, with CEOs and product managers happily pouring drinks. But the shop’s outdated 2003-era logo, a clunky fusion of the founding year and a generic coffee bean, clashed with the vibe. That’s when frequent visitors Emma (a design firm client manager) and Bill (a tech product manager) stepped in. They pitched the redesign to Tezign, a creative platform, hoping to match the café’s energy with a visual identity that didn’t look stuck in the early 2000s.

The Challenge: From Generic to Genuine

The original visual identity was a mismatch. The logo—a forced marriage of the 2003 launch year and a stiff coffee bean graphic—was a nightmare for design purists. The color palette was muted and dated, the typography haphazard, and the overall feel clashed with the café’s warm, high-energy atmosphere. “The old logo’s ‘altitude’ was lower than Beijing’s,” one insider joked. Tezign, known for connecting brands with top-tier designers, was tasked with fixing it.

The Designers: Matching Vision with Execution

Tezign assigned Liu Congrong and Jiang Kaiwen, a duo from the Central Academy of Fine Arts with experience in hospitality branding. Initially treating it as a routine project, their perspective shifted after immersion. “We became part of the café’s community,” Liu said. “Customers—often from tech, media, or fashion—would step up to serve drinks. One day your barista might be a startup founder.” This unique culture became the redesign’s foundation.

The Process: Defining Brand as Personality

Rather than jumping straight to sketches, the team spent weeks defining High Altitude’s essence. They asked: What kind of person is this brand? How old? What’s their style? By framing the café as a character—complete with hobbies and wardrobe—the designers crafted a clearer identity. “We involved real customers in describing this ‘person,’” Liu noted. “It made the brand tangible.”

Early discussions with owner Old Jiang and collaborators Emma and Bill focused on three key goals: a distinctive, recognizable logo (avoiding overused circular badges), a warm yet energetic aesthetic, and a visual system that felt alive. Parallel inspirations were explored, but only one reference made the cut: Blue Bottle Coffee’s minimalist Silicon Valley ethos. Most concepts were discarded for being “pretty but impractical,” with the team prioritizing function alongside form.

The Evolution: From Concept to Clean Mark

The first draft, approved quickly by stakeholders, reflected the café’s aspirational spirit: “Celebrating life’s peaks through coffee gatherings.” Yet the designers weren’t fully satisfied—it was clear but lacked polish. Over the next phase, they refined the logo’s structure, trimming bulkiness and simplifying details. The final result? A sleek, versatile mark that resonated with both the team and customers.

Customer feedback was overwhelmingly positive. “The biggest change? It’s just better looking,” one regular noted. Friends of Liu’s, upon seeing the revamped café, echoed the sentiment: “Finally, it feels updated—and it works.” The designers even played with logo variations for different applications, ensuring consistency across touchpoints. In-store, the new mark anchors the space with a cohesive, modern feel.

Behind the Scenes: Why Process Mattered

Liu emphasized the importance of upfront communication: “Spending weeks on discovery saved redundant work later. Efficiency respects both sides’ time.” The six-week timeline wasn’t solely about execution—it included intensive collaboration to align on vision. Even Tezign, the platform that connected the team, played a role. “We’ve grown with Tezign since 2014,” Liu reflected. “It’s like a friend—sharing projects, insights, and inspiration.”

The designers, graduates of the Central Academy of Fine Arts, described their studio’s ethos: “Do good design by first doing right design. Good methods ease the process. And the tiniest details define us.” Their portfolio spans branding, packaging, and experiential projects, always with a focus on precision.

Frequently Asked Questions

What was wrong with High Altitude Coffee’s original logo?

The original 2003 logo combined the founding year and a generic coffee bean graphic in a way that felt outdated and clunky. It had a dull color palette, haphazard typography, and a rigid structure that clashed with the café’s warm, community-driven vibe.

Who led the redesign of High Altitude’s visual identity?

The redesign was handled by Liu Congrong and Jiang Kaiwen, two young designers from the Central Academy of Fine Arts with experience in hospitality branding. They were connected to the project through the creative platform Tezign.

How did the designers approach defining the brand’s identity?

Instead of starting with visuals, the team spent weeks defining High Altitude as a “person”—including age, hobbies, and style. They involved real customers in this process to create a tangible, relatable brand personality, which guided the logo and visual system.

What inspired the new logo design?

The designers drew inspiration from the idea of celebrating life’s peaks through coffee gatherings. While they explored various references, the only external influence retained was Blue Bottle Coffee’s minimalist ethos. Most concepts were rejected for being aesthetically pleasing but functionally weak.

How did the redesign impact the customer experience?

The new logo and visual identity were well-received by customers, who noted the improved aesthetics. The redesign also reinforced the café’s community feel, where regulars—including professionals like CEOs—voluntarily assist, enhancing the overall experience.

What role did Tezign play in the project?

Tezign, a creative platform, connected High Altitude Coffee with the design team of Liu Congrong and Jiang Kaiwen. It facilitated the collaboration and emphasized efficient, purpose-driven design, aligning with the designers’ philosophy of prioritizing function and detail.

Recommended FrontStreet Beans for High-Altitude Vibes

For a cup that matches High Altitude Coffee’s community-focused, elevation-themed ethos, try FrontStreet’s Ethiopia Humbera—bright with citrus and floral notes, perfect for lively discussions. Pair it with Yirgacheffe for juicy blueberry tones and a silky body, ideal for sipping while chatting with fellow coffee lovers. Or opt for the Classic Blend for a balanced, crowd-pleasing espresso that complements the café’s welcoming vibe. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.