Product coding
Intensity, origin and flavor profile were represented through color, numbering and simple icons.
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Brand Identity
Mori Coffee
A brand identity that reinterprets local coffee culture through contemporary packaging and a warm visual voice.
Project Overview
More than a visual refresh.
Mori Coffee had strong products, but the packaging lacked shelf distinction and consistency across digital content. We created an identity system that preserved the brand’s roots, clarified coffee profiles and could expand to future products.
The goal was to preserve the handcrafted character of the brand while achieving a strong, modern shelf presence.
Objectives
We defined success from the start.
01
Present coffee profiles through an instantly recognizable color and coding system.
02
Support the handcrafted positioning with a modern and trustworthy visual language.
03
Use one consistent system across packaging, social media and in-store materials.
Key Decisions
Three decisions that shaped the work.
Material choice
Natural paper textures and a limited palette reinforced the handcrafted character.
Template system
Campaign, story and product-announcement templates were prepared for the team.
01
The Challenge
The goal was to preserve the handcrafted character of the brand while achieving a strong, modern shelf presence.
02
The Approach
A flexible packaging family combining earthy tones with vivid accents and an illustrative icon system was developed.
03
The Outcome
The new identity improved product recognition and created a consistent visual system for social content.
Selected Screens
Two application examples supporting the story.
The imagery demonstrates how the decisions above translated into the final experience without overwhelming the case study.
