Derrick Lin


Design: PurpleDash Creative Boutique
Location: Argentina
Project Type: Produced
Client: TEN11
Product Launch Location: United Arab Emirates
Packaging Contents: Desserts, coffee, food
Packaging Substrate / Materials: Paper, Cardboard & Foil
Printing Process: Digital printing, Foil stamping

TEN11 is an upscale coffee shop located in UAE, offering specialty coffee and a variety of classic and not-that-classic dishes and desserts. TEN11’s name comes from the concept of the standard 0-10 scale where it’s rated 11 out of 10.

What’s Unique?
The identity has a unique set of illustrations where every single one of it reflects a brand attribute; from the most imaginative element of all—the winged spoon which represents the brand’s creative capability to fuse flavors into new dishes, to the traditional coffee bean, or the teapot that detaches a magical aroma that even attracts hummingbirds. The overall look and feel it’s balanced from touches of modernity to vintage illustrations, magical, and whimsical to elegant and formal.