Pharos Coffee is a coffee brand founded in Taiwan in 2019. In November 2022, we opened our first store in Jimbocho, Tokyo, offering single-origin coffee and retail coffee beans.
As coffee-producing regions continue to advance in cultivation methods, varietal development, and processing techniques, coffee flavors have become more diverse and nuanced than ever before. Modern roasters now face challenges very different from those of the past. Our mission is to bring these evolving flavors to more people. To highlight the unique character of each coffee and to fully express its natural floral and fruity notes, we focus on light roasting. Through this approach, we hope not only to deliver high-quality coffee, but also to explore the limitless possibilities of coffee flavor together with our customers.
As coffee-producing regions continue to advance in cultivation methods, varietal development, and processing techniques, coffee flavors have become more diverse and nuanced than ever before. Modern roasters now face challenges very different from those of the past. Our mission is to bring these evolving flavors to more people. To highlight the unique character of each coffee and to fully express its natural floral and fruity notes, we focus on light roasting. Through this approach, we hope not only to deliver high-quality coffee, but also to explore the limitless possibilities of coffee flavor together with our customers.
The name Pharos means “lighthouse,” symbolizing guidance, direction, and the exploration of the unknown. The Pharos logo features a custom geometric typeface with curved forms. The letter counters of p, a, and o approach a perfect circular shape, while the upper right angle of the r introduces a playful yet grounded character. This balance of interest and stability echoes the irregularly arranged light-ray lines that accompany the logotype.
The graphic system originates from a single point of light projected by a lighthouse. This point represents a moment of discovery, a new insight, and a step forward. As these points form trajectories, they symbolize each experiment and breakthrough in the brand’s ongoing exploration—like endless possibilities guiding the way toward the future. Variations in density and form serve as an abstract expression of coffee flavor, while also providing flexibility and diversity for extended visual applications.
The graphic system originates from a single point of light projected by a lighthouse. This point represents a moment of discovery, a new insight, and a step forward. As these points form trajectories, they symbolize each experiment and breakthrough in the brand’s ongoing exploration—like endless possibilities guiding the way toward the future. Variations in density and form serve as an abstract expression of coffee flavor, while also providing flexibility and diversity for extended visual applications.
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AD：何婉君 Wanchun Ho
D：Zhong Cao曹仲 Wanchun Ho 何婉君Chen You Hsu徐丞佑
Motion：Zhong Cao曹仲
Design Assistant：Jeff江杰儒
PM&Photography：Chiteng Huang黃紀滕
D：Zhong Cao曹仲 Wanchun Ho 何婉君Chen You Hsu徐丞佑
Motion：Zhong Cao曹仲
Design Assistant：Jeff江杰儒
PM&Photography：Chiteng Huang黃紀滕
