Mustachio is a concept brand created to stand apart from the café scene in Providence, RI. When I started working on the project, the majority of cafés in the area were very feminine in terms of branding, which made me wonder what a masculine, or faux-masculine, café would look like amongst the crowd.
I decided a mustache was an interesting place to start and developed the logo around that central idea.
The logo was designed to have a classic, geometric feel with ornate line work around the mark to convey elegance and sophistication. Beginning with the mustache, I designed the full logo to form a face shape, turning the entire mark into a character of sorts.
I chose colors that were bright and punchy, something in the food space of the color wheel, with pastries and chocolate sourced as references to draw from. Color plays a big role in the overall atmosphere of the piece so I designed several options that would make the brand feel both vibrant and classic.
The primary typeface is the art deco inspired Neutraface. I wanted to use typography that was stylish, classic, and sophisticated and Neutraface easily checks off those boxes. Using all-caps further showcases the geometric style specific to the design.
The packaging designs helped bring the brand home, creating an opportunity to display the logo as a brand stamp on each box, while offering a breadth of different color combinations that could be unique to each flavor.