Mug Coffee is a striking example of how strategic positioning can elevate an initial idea into a brand that exceeds expectations. While this project lies outside my core focus—where I center my work around technology and innovation—it clearly demonstrates how a well-applied strategic approach can drive exceptional results.

What began as a simple neighborhood coffee shop proposal soon revealed a much greater potential. By diving deep into the dynamics of the local area, we analyzed foot traffic, audience preferences, and the client’s values. This informed the creation of a visual identity that is not only strategic but also authentic and memorable.

The challenge was to craft something far beyond just another corner café. The goal was clear: create a brand that reflects the client’s values, draws in the right audience, and builds genuine connections. Every detail of the visual identity was intentionally designed to tell a story, strengthen customer loyalty, and position Mug Coffee as an innovative and relevant destination in the local market.

The results speak for themselves. Mug Coffee has become a vibrant community hub, receiving widespread praise from customers drawn in by its distinctive visual identity. Its success has even garnered recognition on two television programs, including one on Rede Record, solidifying Mug Coffee as a standout case of how strategy, design, and market vision can transform a business—proving that the right approach works, even outside a primary niche of expertise.