Visual identity design for a coffee truck and artisan roastery: Kafémo, created by Kader and Morgane. The coffee truck travels along the Loire-Atlantique coast in France, around Pornichet.

FOOD AND DRINK

• Graphic design
• Motion design
• Print

2024

VISUAL IDENTITY FOR A COFFEE TRUCK AND ARTISAN ROASTERY

Kafémo

ARTISAN ROASTER &
COFFEE TRUCK in Pornichet, France

Two activities, one identity

Their approach is rare: leaving everything behind to roast coffee, with care for a job well done as their only compass. The creative challenge was clear: to build a two-sided identity, rooted in artisan tradition and resolutely contemporary.

Two logos, one guiding line

The Kafémo project needed two complementary versions: one logo for the truck and another for the coffee bean packaging. I designed each version as a consistent application of the same graphic world, rather than as two separate identities.

Logo for the coffee truck

Logo for roasted coffee sales

Hand-drawn lettering, reworked as vectors

For the visual identity of an artisan coffee truck, starting with handmade work seemed obvious. The logo rests on lettering drawn entirely by hand and then vectorised, a process that immediately anchors the identity in craft. The main typeface, with its soft serifs, evokes old lead printing type: tradition, care and the long time of the trade. A second typeface with geometric lines brings modernity and legibility. These two typographic voices reflect the duality of the project itself.

A palette that tells the story of coffee

Rather than an arbitrary colour, I built a colour progression inspired by coffee’s journey, from the growing plant to tasting the finished product. The palette tells the story of the product without needing to explain it.

Motion design and print

The identity was also rolled out in motion design for the logo animations, and in print: business cards, packaging and cups. Kafémo shows what a coffee truck visual identity can bring when it is designed from the project itself, not from market trends.

Thank you to Kader and Morgane for trusting me to create the visual identity of their new professional project.