MokaClube - Rosa Eduardo Studio

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MokaClube Branding

Client MokaClube

Production Co. Pedro, Pastel & Besouro

2019

Creative Director

Who makes the products that we consume? That is a frequently asked question. Breakfast is the most important meal of the day, and starting the routine without coffee is like turning on the engine of a car without any fuel in the tank.

Pioneers of Brazilian coffee subscription, MokaClube roasters asked us to develop their brand new visual identity. The work that involved branding illustration and applications, packaging design, stamps, labels, and way-finding was delivered within the understanding of their business structure, branches, and positioning By mixing urban and countryside elements in a concept, we've captured the rural essence of the farms and sheds where the coffee is harvested, washed, dried, and stored, and contrasted it with the cosmopolitan elements of their headquarters, where it is finally roasted.

The modern font, especially created for the brand, contrasts organicity and geometry and displays elements used in the coffee industry branding of the beginning of the 20th century. Wood, dirt, metal, fire, and water - the illustrations allude to those elements present in the countryside lifestyle, to the national scene and to the process that the coffee is put through, composing an illustration pack that expresses the true art of coffee making.