Brand Building: Artzbrew Gallery and Café / 【品牌塑造】 Artzbrew Gallery and Café

Brewing culture into everyday life—a hybrid space for art, coffee, and quiet encounters

In 2021, Artzbrew opened as a calm, creative corner in Sai Ying Pun, merging gallery and café into one. The project explored how art and everyday life can blend with hospitality and spatial design. The brand experience centred on three pillars: curatorial presence, coffee aesthetics, and relaxed community rhythms.

As the brand writer and content strategist, I helped craft the bilingual tone and messaging structure—from press releases to social content—translating spatial vision into language.

在生活中泡一杯文化——藝文 × 咖啡 × 體驗的融合場域

Artzbrew 曾於 2021 年進駐香港西營盤皇后大道西一隅，定位作畫廊與咖啡館融合的文化空間，旨在模糊「生活」與「藝術」的界線，並榮造一個不高高在上、亦不流於打卡的藝文據點。整體策劃圍繞三大核心：藝術策展感、咖啡美學感、休閒社羣感。

本人參與了是次項目的品牌策略、敘事設計與中英內容製作，包括新聞稿、開幕文案、社交媒體語言與訪問架構，協助品牌從零構建語言，對外傳遞空間精神與品牌理念。

Space & concept: Where coffee meets curation

The ground floor café was designed with minimalist lines, Faye Toogood’s Roly Poly chairs, and collectible art pieces from Murakami and Warhol—offering curatorial presence in everyday rituals.

The upper level launched with Transient, a solo exhibition by Vinn Feng, exploring spatial tension through sculpture and light. A curated Art Shop offered collectible editions for approachable art engagement.

空間與理念：咖啡與策展的共生空間

Artzbrew 首層為現代簡約風格的 café，採用天然用料與通透設計，配上 Faye Toogood Roly Poly 座椅及村上隆、Warhol 等限量藝術品，呈現低調奢華中的展演感。

二樓為藝文展覽空間，首展為 Vinn Feng 的《Transient》，結合雕塑、裝置與複合媒材，探索空間感與身體感之間的張力，並設有 Art Shop 推動藝術入門收藏。

F&B experience: Coffee as craft, food as language

Spearheaded by barista Edwin Lee, the menu included pour-overs, cold brews, and colour-themed concoctions. The CMY drink series paid tribute to Mondrian’s primaries—magenta (strawberry), yellow (mango), and cyan (butterfly pea)—blending colour theory with beverage craft.

The food menu was clean and meatless, offering açaí bowls, veggie sandwiches, and gluten-free desserts, aligning with wellness-driven, urban preferences.

餐飲策劃：以風味說故事，以色彩作語言

飲品由本地咖啡師 Edwin Lee 主理，主打精品手沖、冷萃與風味特調。招牌 CMY 特飲系列靈感來自 Mondrian 三原色畫作，以紅（草莓）、黃（芒果）、靛（蝶豆花）演繹出色彩學與飲品美感的交集。

食物方面以健康無肉為主軸，提供巴西莓碗、植物三文治、無麩甜點等 clean eating 選項，配合都市輕食潮流與低碳飲食風尚。

Merch & Culture: Making art approachable—beyond white cubes

A curated Art Shop stocked collectible figures, prints, and design objects—offering a tangible, accessible entry point into art ownership.

Plans were also in place for future collaborations with local creatives, from artist talks to publication launches—positioning Artzbrew as a space for gentle cultural exchange.

文化延伸：推動藝術收藏入門、展覽觀察入日常

Gallery Zone 設有藝術選物區，發售限量版藝術手辦、聯名畫作與設計商品，品牌希望讓藝術真正「走入生活」，而非只存於藝廊牆上。

品牌亦曾策劃與本地文化單位合作，冀將空間塑造成靈感交匯之地，讓藝術、對話與生活可以輕巧互動。

Strategic Actions

• Brand Narrative Development: Positioned the brand around art, F&B, and community, creating an approachable yet refined identity.
• Media Kit Planning: Developed press releases tailored to arts, lifestyle, and F&B media, each with distinct hooks.
• Cross-disciplinary Messaging: Integrated language across curation, product, and beverage naming to ensure a coherent brand world.
• Bilingual Content Production: Delivered all communications bilingually, aligned with Hong Kong’s linguistic landscape and global tone.

策略要點

• 品牌語言建構：從「藝文 × 餐飲 × 社群」三軸建構品牌主調，拉近藝術與生活之間距離
• 多版本媒體稿件撰寫：編寫文化與餐飲兩版本新聞稿，根據媒體屬性擬定敘事焦點與編輯語調
• 跨領域語言統整：統一咖啡、美學、策展與產品命名用語，呈現一體感品牌世界觀
• 雙語內容整合：所有對外語言（媒體稿件、展覽簡介、飲品命名）均以中英對照處理，貼合香港語境與國際觀感

While Artzbrew has since closed, the project remains a meaningful case of how hybrid spaces can be shaped through thoughtful branding—balancing aesthetics, storytelling, and cultural fluency.

For enquiries about narrative strategy, content design, or bilingual messaging, feel free to get in touch.

雖然 Artzbrew 最終結束營運，惟此項目仍展示了品牌策劃在混合空間中的多重可能：從飲食美學到藝術策展，從文字敘事到語言整合，皆為一次值得記錄的創作實踐。

如欲瞭解更多關於品牌語言建構、敘事策劃與內容整合，歡迎再聯絡查詢。