Morning Matters, a coffee Brand

Morning Matters Brand Identity

Solo Brand Designer, 2023

About the brand

Morning Matters is a specialty coffee brand, that inspires people to have a slow morning routine, focusing on self-care and cheerful moments in the morning. The brand provides delicious specialty coffee roasted in Lisbon.

The brand has a young and radiant vibe! It’s energetic and non pretentious. The brand aims to create a fun approachable experience with its products, and inspire people to have a slow cheerful morning.

The brand values fine aesthetic and differentiation, healthy lifestyle, sustainability, sharing knowledge and creating a sense of community around coffee.

Visual Direction

This direction Is inspired by the sunrise and everything it represents: the feeling of waking up peaceful and happy, taking time for self-care and getting ready for a new day.

The elements of the sunrise are represented by the pink / red and yellow colors. The energetic colors give the brand a bold, feminine carefree and playful look.

This direction also draws inspiration from pop culture and experimental typography.

Target Audience

The brand attracts mainly Millenials / Gen Z who appreciate a commodity product. They value an appealing brand aesthetic, with ethical sourcing and inclusive DNA. They value as well a brand that educates them, shares knowledge and creates them a sense of community.

These target audience are mainly middle to high class, self starters / that appreciate small businesses, and that can afford a 14€ + coffee pack. Usually live in cities / towns that are “hip” and trendy, like Barcelona or Lisbon.

Quality coffee is a big part of their routine, and something they value. They hang out and like to discover new coffee shops.