The Telegraphe Cafe is a brand identity designed for a local coffee business in Chelsea, New York City by utilizing typography and symbol in its creative solution. The identity is composed of curly brackets and a serif typeface letter with balanced flow in between. Its elegant simplicity and minimal concept represent on relevant packaging and collateral design with neutral colors. Common phrase and dialogue people experience in coffee shop are featured with brackets on design items, which adds a sense of humor for the brand campaign.

Chung Hui Pao is a multidisciplinary designer based in New York with experiences in brand development, packaging design, art direction and visual communication. With journalism and design background, Chung has strong insight into topic and is able to conceptualize idea comprehensively and present design solution with deep consideration of user and business needs. Her executed projects are recognized by international awards, featured and exhibited in worldwide design festival and art museum.

Chung Hui Pao is a multidisciplinary designer currently based in New York with experiences in brand development, packaging design, art direction and visual communication. She believes design is a daily practice in pursuing the fine balance between ideality and reality.