Muglet is a coffee shop with a design representing playfulness, family atmosphere and a welcoming presence to attract various kinds of clients to enjoy tasty coffee everyday.
The goal of this project was to create an original and cartoonish-style brand identity ready for use.
Muglet is a personal project that helped me extend my skills in graphic design and marketing strategies.
Starting off with deciding the theme of the brand identity. Coffee shop sounded really interesting for me as a coffee lover. The challenge was clear, create an eye-catching, remarkable identity with a welcoming presence and family atmosphere. That was the time when Muglet started coming to life.
With a project brief I decided the brand name, color palette, font pairing and other unique elements essencial for this project.
Logo is an element representing the brand as a whole. So it’s really important to set a process of creating a strong, storytelling logo in 2 or more variations for a good usability across all different media.
For this project I decided to combine a ‘Milk and honey’ font as a primary font, and ‘Made Tommy’ as a secondary font. These two fonts in combination create a clean and good quality look in the design.
In both primary and secondary logo I decided to create a hand-written typeface to evoke informal and welcoming atmosphere. In the primary logo there is a symbol of a coffee mug directly describing the identity of this brand. Secondary logo consists of similar hand-written typeface in a circle for usability in smaller formats and cleaner look.
In the logo finalizing process I converted the logo sketches to a digital form and created color variations for both logos for better usability across different backgrounds.
Each logo has 4 color variations according to brand color palette. The safe zone of each logo is at a size of a letter G used from the logo.
Coffee mug in the primary logo interprets the theme of this brand identity. Hand-written typeface creates a welcoming family atmosphere which is one of the goals of this project.
If you are interested into further details about this process of creating logos for Muglet,
A very important part of this brand identity was to create designs for coffee cups.
In this part my creativity took a great part and with designing more elements I created an eye-catching coffee cups directly expressing goals of Muglet.
Creating new elements helps Muglet express it’s personality on a deeper level. Elements help the design speak and attract targeted audience more effectively.
Flower elements and rounded shapes match the brand guidelines and are ideal for the goals Muglet has set.
Mockups are a very important part of brand identity, they give clients a great view of the designs in use and help them see how the designs work in real life.
This brand needed fun looking coffee cups with mockups showing the designs in use. Coffee cup holder, paper bag and an awning mockups give this brand identity more originality and professionalism.
