George Community

We literally broke down the barrier to connect with locals and welcome them to join our coffee journey.

Making specialty coffee approachable

In Guiyang, a fast-growing second tier Chinese city where tea-drinking culture dominates, there’s a growing curiosity for coffee since the arrival of an American coffee chain. However, a specialty coffee bar – with all its lab-like brewing equipment – might seem intimidating.

Three coffee enthusiasts and roasters decided to expand their roastery business to cater to the curiosity for coffee and share their passion with a specialty café in the heart of their hometown. A important question is asked: How do we make specialty coffee approachable?

A social oasis atop a monotonous shopping street

Built on a slope at the higher end of the main shopping street in Guiyang, we knocked down the raised plaform the previous bar sat on and installed a stadium-style staircase and a takeaway window in the new café’s shop front.

This staircase connects the café to the street and invites locals to hangout with us over coffee. The two street-facing glass walls let in sunlight and highlight spaciousness; together with Scandinavian interior aesthetics we created a comfortable, welcoming and understated atmosphere perfect for coffee experimentation and social interactions.


Visualizing the colorful world of coffee

George Community is a continuous journey of sourcing the best beans from coffee farms around the world and bringing out the endless variety of flavor profiles with their expertise in roasting and brewing.

We refreshed the brand with a visual language that’s simple, direct and easy-to-understand. We used a combination of earthy yet fresh colors, simple geometry, and iconography to help customers learn about coffee


  • Spatial Planning
  • Customer Journey


  • Experience Design
  • Creative Direction
  • Graphic Design