Morning Matters Brand Identity

Solo Brand Designer, 2023

Image divided into two sections: the top section has a pink background with the words 'morning matters' in bold red text; the bottom section has a red background with the words 'morning matters' in pink text.

About the brand

A mug with a colorful zigzag pattern, containing a beverage, resting on a blue and white checkered bedsheet. Part of a person's white shorts and tan skin are also visible.

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

A collage of nine images including a vase with pink tulips on a table, a sunlit bedroom with a bed and window, a person wearing a blue shirt with the word 'LIMIT' printed on it, a pink background with the word 'punchy', a wall with various colorful posters and decorations, a sign that reads 'Good Design is Good Business', a bookstore with magazines and books, two pastel green mugs with a plant, and a collection of colorful tropical-themed stickers and postcards.

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

A woman sitting on a chair in a kitchen, covering her face with both hands, wearing a blue sweater and socks, with a laptop, a glass of water, and a notebook on the table in front of her, and a calendar, fruits, and kitchen appliances in the background.

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.

Four colorful backgrounds each with the phrase "morning matters" in different font colors and styles.
Typography style guide showing font names and descriptions, with examples of text in different styles and lorem ipsum paragraph.
A color palette chart with labeled color swatches and hexadecimal codes. The colors include red, pink, yellow, blue, green, and white. The chart has a header titled 'Color Palette' at the top.
A graphic design layout showing brand elements, including a blue burst shape, a yellow shape with pink text reading 'specialty coffee by Inès d'Ayala', and pink snake illustrations. The lower section features three pattern samples: a pink background with red text 'morning matters,' a pink background with blue abstract squiggles, and a checkerboard pattern with alternating green and beige squares, each containing pink snake icons.
A small kiosk with a pink awning and the words "morning matters" in red, lowercase letters. There is a magazine or newspaper stand in front of the kiosk, and a circular sign with a pink background and the same text displayed on the wall.
A collage of four images. The top center image shows a woman wearing a green cap, a gold necklace, and a green strapless top, shielding her eyes from the sun with her hand against a blue sky. The left and right images show tote bags being held by hands, each with colorful and bold designs, against a beige background. The left tote bag has pink and blue abstract patterns with the text "morning matters" in red, and the right tote bag has a white background with red text reading "morning matters, coffee matters, self care matters, you matter" and a small sun illustration. The bottom center image shows a tote bag with a green and white checkered pattern and yellow handles.
A social media themed graphic with the text 'morning matters' in blue, and a message in red reading 'coffee matters, self care matters, you matter.' next to a photo of a coffee mug on a bed with a person laying down, wearing white shorts, and surrounded by pink and blue abstract patterns.
A website homepage with a pink header menu containing links for Shop, About, and Contact Us, and the logo 'morning matters' in black font. The main section shows a greeting from Inês, mentioning her specialty coffee from Portugal, with a call-to-action button labeled 'View Product'. To the right, there is an image of a hand pouring coffee from a pink, unicorn-shaped coffee pour-over kettle into a glass cup, with plants and magazines in the background.

Let’s collaborate!

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A woman with short, blonde hair leaning over to talk to a young man sitting at a desk, looking at a laptop. The desk has a white vase with white orchids, two black mugs, a notebook, a pen, and a phone. The background features a red panel and a cream-colored wall.
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