Services

Brand Identity, Packaging Design

Industry

F&B, Coffee

TYPE: A Mood-Based Coffee Identity

High-angle shot of a signature coffee menu, a gold tray with a fresh croissant, and a black coffee cup with a minimalist logo coaster.

Most coffee brands sell origin or roast. TYPE Coffee was built around something more personal: the mood you bring to the counter.

TYPE isn’t just a coffee brand, it’s a modular identity system designed for Gen Z’s ever-shifting moods and expressive culture. Built around the word “TYPE,” the brand becomes a flexible framework: Calm Type, Bold Type, Sweet Type, Emotional Type. Each variant taps into the emotional language and fluid self-expression that defines modern identity. Our goal: create a brand that feels less like a logo, and more like a mirror, reflecting who you are, and how you feel, with every sip.

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A white paper shopping bag with the slogan "FIND YOUR TYPE" and a terracotta-colored product box sitting on a textured yellow chair against a brick wall.
A high-angle shot of a terracotta shopping bag, a dark coffee cup, and a kraft paper coffee bean bag displayed on a yellow tiled table with long shadows.
A coffee subscription unboxing experience featuring branded "Find Your Type" mailing boxes, multi-colored takeaway cups, and a gold coffee bean bag on a terracotta tile floor.
A modern cafe tabletop display with a "Speciality & Classic" menu, a branded "Type" coffee cup, and layered circular coasters on a yellow tiled surface.
A minimalist close-up of a Dawn Pink colored coffee cup with a terracotta "Type" logo, placed on a yellow tiled surface next to a cactus.
A minimalist close-up of a Dawn Pink colored coffee cup with a terracotta "Type" logo, placed on a yellow tiled surface next to a cactus.
A gold "Type" coffee bean bag displayed inside a minimalist arched wall niche with dramatic lighting and vertical terracotta bricks.
The official logo suite for "Type" coffee featuring the wordmark, the starburst symbol, and the "V" icon on a burnt orange background.
A technical brand color guide showing six swatches: Deep Forest, Olive Green, Arylide Yellow, Dawn Pink, Dark Peach, and Golden Brown, including their respective hex codes.
A clean, white A-frame pavement sign showing a specialty drink menu with the "Type" logo, positioned outside a terracotta-colored building next to a large potted cactus.
A recycled paper takeaway bag with "Find Your Type" graphic design sitting on a terracotta brick ledge under dramatic sunlight
A full lineup of coffee brand identity assets including takeaway bags, stacked boxes, coffee bean pouches, and various cup sizes with "Not Your Average Type of Coffee" slogans.

Every Day, a Different TYPE

Four variants, four distinct personalities, one unmistakable system. The Y in the wordmark is a coffee filter cone. The name-on-cup concept turns a purchase into a small act of self-expression: Sofia ordering Bold Type means her cup reads her back in terracotta. What the identity solved: a commodity category problem. When every brand is talking about the bean, talking about the person is a different argument entirely. One that gives customers a reason to come back that has nothing to do with price.