Must Coffee

Agency: Firmalt
Project Type: Produced, Commercial Work
Packaging Content: Coffee, pastries, food
Location: Mexico

Must is a coffee shop based in Monterrey, Mexico, focused on creating a memorable experience throughout all five senses for their consumers. Besides offering efficient and practical service, Must is constantly searching for new flavors and sensations to add to its menu. Their variety of sandwiches, desserts, snacks, and different blends of coffee delight their customers every time.

The concept behind Must is inspired in antique apothecaries, where pharmacists devoted their time to the development of recipes for their patients. The combination of unexpected ingredients is portrayed in the identity, which embraces a varied color palette, and the interchangeable logos within the brand’s collateral.

The mark was brought to life resembling old family emblems, which often contained the pharmacist’s family name surrounded by a frame. The frame varies depending on the application. These alternations contribute to the brand voice and original style.