MUI Coffee Roastery

MUI Coffee Roastery

We love coffee, as Italians it is part of our culture and has always punctuated the times of our days. So it was great when Hiroko Asabu & Mr. Masafumi Osawa asked us to redesign the identity of their beautiful roasting shop in Kawasaki City, Kanagawa, in the heart of JAPAN.

They wanted an Italian Touch clashed with the Japanese culture, setting in a contemporary approach. We looked for inspiration in the cultural heritage of our country, trying to combine it with the idea, very popular in the Japanese culture, of having a funny mascot. We immediately thought about the magic of ‘Carosello’, an eyeblowing television broadcast from the middle of the last century, a way of doing communication that marked the years of the economic boom in Italy, in the 60’s, and populated advertising with many unforgettable cute animated characters.

For MUI we entirely redesigned the brand identity and the packaging design system, starting from significant signs and color palette, With a particular focus on showcasing the origin of the coffee beans and highlighting the unique characteristics of the roasting process, elements that gives their product its excellent quality.

One of the first challenges for this project was to change the material the packs were made of, from plastic to paper, to start this growth path also with the concept of a lower impact on the environment.

Take a look at: mui-motosumi.co.jp/shop