OUR STORY: THE EVOLUTION OF THE PERFECT CUP
In 1992, the founder of Pacific Coffee arrived in Hong Kong from Seattle. He was touched by the hardworking Hong Kongers and set out to provide a sanctuary for these busy people, using coffee to boost their spirits. The first Pacific Coffee was opened in the Bank of America Building in Central.
The classic circular logo with a coffee cup and beans has been in use since then. The three smoke pillars connect the red frame with the interior elements, making everything whole. “The Perfect Cup” printed on the logo was a manifesto of our service pledge and serves as a constant reminder to every staff member. We strive to provide “The perfect cup, any time, anywhere.” The italicized Pacific Coffee Company underneath the red circle alludes to the style of Chinese calligraphy. The red, gold and black color combo reflects the east-meets-west spirit embodied by the brand.
In 2010, Pacific Coffee became part of the China Resources Group. It has now set its eyes on the north with an ambitious expansion plan in China. In a bid to bring its image up to date, the brand logo’s color combo has been changed to red, black and white and the word “company” cut from the logo.
Now in 2016, as Pacific Coffee continues to grow, the logo has been further revamped. It is now a red circle with a coffee cup and coffee beans, and the name Pacific Coffee is placed within the red circle. Pacific Coffee does not only provide a perfect cup, but also a total lifestyle. “The cup, the thought, my way” is our new motto.
The Pacific Coffee brand is recognized as serving the best coffee in Hong Kong, having won numerous consumer awards organized by major magazines and websites. The times are changing, and so is our brand. But at Pacific Coffee, we keep a gracious and humble heart and maintain a heartfelt service that is always customer-oriented.