Morning is the best time to have a coffee, it’s an optimistic moment of the day, a word that starts our daily activities, and what better than to do it in a happy way; in that sense, Morning is a fitting word for a coffee. Morning’s formula is that of personalized coffee, thus highlighting the connection and bond that is generated between Morning and each of its customers, which is why its isotype is an “ampersand”, which is a connector (“and “Or” and “in English). Likewise, the packaging highlights the different types of grinding (the most popular for home coffee makers) and on its back there is a message speaks to the connections generated by having a coffee. Finally, each of the packaging units is personalized with a message from them for each client. We chose a palette of pastel colors that fit perfectly with the delicate, friendly, and closeness of their service. We added a series of illustrations to their branding system that reinforces the concepts of coffee, morning, nature and connection.

We identified two consumption patterns around coffee. One was to consume it at home, where there is greater freedom and coffee is taken according to personal preferences. However, simple inputs are used and typically there is no experience behind its preparation. The other coffee consumption option is to go to a coffee shop where there is expertise in the preparation, with a comfortable environment but with a totally standardized service. Morning takes advantage of this context to define its territory in the middle of both consumption options. In this way, the brand is positioned as a close and empathetic place where each clients’ personal universe prevails.