A coffee brand with a human core.
Moro is a specialty coffee house built on a simple belief — that great coffee is less about the bean and more about the people around it. Our task was to give that belief a face: an identity warm enough to feel like a regular's nod, confident enough to hold a shelf.
The challenge
Specialty coffee looks the same everywhere — minimal type, kraft paper, a lot of beige. Moro needed a character that felt crafted and human, without slipping into the quiet sameness of every third-wave café.
The idea
We cut the wordmark from the coffee bean itself — soft, hand-made letterforms where the letters open like roasted beans. "Blending flavor and people" became the line that carries it: the brand isn't about the drink, it's about the room it's served in.
The system
From bags to cups, carriers, napkins, receipts and loyalty cards — one warm, tactile system that reads instantly across every touchpoint a guest holds. Black and bone, matte and warm, built to be picked up.