Desert inspiration with a big-city feel is the combination that Mule Artisan Coffee strikes. The natural paper of the packaging, coupled with the stamp logo give the package a gritty and a rustic feel. The hand draw illustration of the donkey makes the design approachable and friendly. To balance this rustic feeling, the organized type on the label is industrial, bringing in a big city element to the overall brand identity.

Mule Artisan Coffee was founded in 2015 in Brooklyn and designed by Masif / Design Affairs.

Initially, the brand was conceived to sell small-batch coffee grown in Colombia. Looking for more variety, the brand decided to open its coffee’s origin. This caused the need to redesign the identity because, in the beginning, it was created under the Colombian coffee culture.