The Mug is a specialty coffee brand centered on quality, craft, and everyday rituals. The project focused on building a warm, modern visual identity that elevates the coffee experience while remaining approachable and human across physical and digital touchpoints.
BRAND DESIGNER
ART DIRECTOR
BRAND IDENTITY
PACKAGING
DIGITAL ASSETS
Create a distinctive brand language within a crowded specialty coffee market, balancing simplicity, elegance, and expertise. The visual system needed to feel artisanal yet contemporary, and flexible enough to scale across both in-store and digital applications.
The color palette draws inspiration from the coffee-growing process and South American landscapes, combining deep greens, warm oranges, and soft neutrals. Bold typography paired with loose illustrations reflects the brand’s dual nature: crafted yet spontaneous, cozy yet modern.
In-Store Experience
Branding was applied consistently across uniforms, menus, and printed materials, creating a cohesive visual experience within the physical space. Each touchpoint reinforces the brand’s calm, friendly tone while highlighting the craft behind the product.
Packaging
Packaging was designed as an extension of the in-store experience. From coffee cups to takeaway bags, illustration and typography transform everyday moments into recognizable brand interactions.
Digital Presence
Social media and digital content followed the same visual language, using illustration-led storytelling and a warm tone of voice. This approach builds a familiar, approachable presence while maintaining consistency across all channels.
