Moca is a coffee shop that sells specialty coffee grown in Espírito Santo do Pinhal, in the interior of São Paulo, Brazil. This region has a tradition of good coffees that are grown at an altitude of 1250m, selected and roasted by hand, offering a differentiated and unique sensory experience.
The company was looking for a brand with a self-explanatory and modern symbol, without falling into the visual clichés that are always used in the brands of companies in this segment. The solution was to work the shapes of a coffee strainer on the brand’s initial, symbolizing the exact moment when the coffee is strained. The triangular shape of the strainer fits perfectly with the central part of the capital letter M, which has been designed with straight and geometric shapes for a minimalist result with a high visual impact.
From the design of the symbol (and following the same typographic style) the other letters O, C and A were designed, reinforcing the modern identity with its own typography and adopting a palette of neutral colors: brown and beige.
Several assets and patterns that accompany the brand were also created and can be seen in the applications of materials such as: packaging, labels, t-shirts, cups, bags, menu, among others. The main pattern was used on the packaging, bringing a modern and minimalist look to the 250g or 500g packages of powdered coffee or beans.
The brand launch communication strongly reinforces the shapes of the symbol, but is also humanized with an image of a woman tasting the product, accompanied by phrases that highlight the coffee’s differentials, such as: “selected beans”, “grown at an altitude of 1250m”, “artisan roasting”, “complex flavors”, “unique experience”, among others.
As a final result, we managed to deliver what the client was looking for: a self-explanatory, modern and minimalist brand with a high degree of fixation and flexibility to be applied in any situation. All this without giving up a sophisticated look for a product that brings us differentiated sensory experiences, in addition to offering us a happy and tasty break in our day.