The brief
Mai and Linh bought Mocca in 2023 from the man who had run it for twenty years. The regulars knew the name, so it stayed. Everything else was his: a coffee bean logo, a laminated menu and a chalkboard that changed handwriting with every shift.
Their iced matcha and matcha lattes were why younger guests came in, and nothing on the street said so. Mornings were full and afternoons were quiet. They had two weeks before the terrace opened for summer.
What we made
A new wordmark for the old name, drawn to read on a paper cup, a receipt and the awning.
A palette taken from the room: the dark red curtain, the brown bar and the green of the drinks. Two typefaces, one for the name and one for the prices.
A mini guide with the rules for the menu board and the photos. One drink, a dark background, light from the side. The staff take the pictures on a phone, and the feed looks like one person made it.
What changed
Afternoon sales are up 30% on the same months last year, and one in three drinks sold is now matcha.
Guests photograph their drinks against the curtain and tag the café. Mai and Linh stopped paying for Instagram ads in the autumn and hired a third barista for weekends.
