Mule Artisan Coffee: Where City Meets Desert

by Shawn Binder on 10/28/2020 | 2 Minute Read

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.

A farm to cup experience

Working together with Mule, we could identify that the purpose was beyond flags or origin. The actual purpose was to connect people to the aroma and the taste of an ethically grown coffee.

Functionality over form

We developed an easily customizable packaging to adapt to the different variables of the origins. 

Each bag is hand-marked, transmitting the importance of quality and connection with the consumer. Ultimately, there is a box that guarantees the product's integrity during shipping.

A brand for the world

This branding allowed us to create a simpler, cleaner, and more efficient wordmark.

The intention with the typography was clear, to connect both sides of the brand. The mule represents the countryside, and the Brooklyn bridge represents the big city life.

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