1. THE OVERVIEW
MIRA CAFE set out to build a coffee space that made people feel something. Not just a place to grab caffeine and leave, but a calm, sensory environment where aroma, warmth, music, and small conversations become part of the experience.
From the beginning, coffee was described as a flow steam moving, music looping, people drifting in and out. That idea became the foundation: sensory flow and slow moments that feel human.
2. THE PROBLEM
Sensory Disconnect and Generic Atmospheres
Most new cafes drift into predictable interior styles. Minimal and beige with no emotional story. Others go technical and serious, talking about roast levels and varietals, which can feel intimidating if you are not a coffee expert.
The founders did not want either extreme. They wanted a place that felt warm and expressive, but also modern and premium. The real challenge was blending retro softness and creative motion into a brand that still feels contemporary.
3. THE STRATEGIC SOLUTION
Fluid, Warm, and Sensory in Quiet Ways
The direction leaned into movement wavy typography, soft lines, and warm material choices. Retro seventies references gave character, while a geometric grid kept everything clean, structured, and scalable.
- The Flow Strategy uses wave forms to visually mimic heat, aroma, and music.
- The Warmth Strategy uses color and tactile details to create comfort.
- The Modern Grid Strategy keeps structure intact for signage, packaging, and digital layouts.
01. Logo Concept
The wordmark is inspired by fluid motion. Every letter is custom, shaped to feel soft and expressive. The M and R behave like liquid strokes — almost like coffee being poured. Retro influence makes it familiar, but the execution stays clean and modern.
02. Symbolism and Meaning
The brand pulls from psychedelic visual cues but softens them into something cozy. The curves echo steam rising. The negative space forms a strong block that gives stability. The grid uses a simple X unit for safe spacing which makes scaling smooth and predictable across print and digital.
03. Logo V2
Not every space is horizontal, so a stacked version was developed for flexibility. It works especially well on cups, small packaging, and vertical signage.
The letters form a compact square, while “Cafe” sits vertically to add a modern, editorial twist.
04. Monogram Icon
The monogram isolates the M into a tiny sensory marker. Thick, curvy, and slightly bean-like. It works for stickers, digital icons, and anywhere the full logo would feel too much. It comes in positive and negative variants and has a clear safe zone so it never looks cramped.
05. Logo Guidelines
Consistency is protected through simple rules: no stretching, no off-palette experiments, no heavy glow or shadow effects, and no random rotations.
Warmth is welcomed chaos is not.
06. Signage System
The signage system balances visibility with mood. Exterior signage mounts perpendicular to the façade for instant recognition by foot traffic and drivers.
Materials stay practical and premium metal, acrylic, and coated wood. Circular signage follows a simple grid to support clean fabrication.
07. Color System
The colors come from the world of coffee.
Thunder feels like deep espresso.
Dawn Pink feels like milk swirling in a cup.
Clay Creek adds an earthy tea tone.
Pampas works as a warm neutral for print and packaging.
Together, the palette is warm, calm, and drinkable.
08. Typography
Two fonts carry two different roles.
Young Romance brings retro charm and personality for headlines.
Arimo brings clarity and practicality for menus, labels, and digital layouts.
It feels a bit like pairing an artist with a project manager. Surprisingly harmonious and extremely useful.
09. Pattern Language
A coffee bean motif was introduced in a chessboard-style pattern. High contrast versions support packaging, while low contrast versions work for tissue paper and subtle backgrounds.
The pattern adds energy without overwhelming the identity.
10. Packaging
Packaging bridges storytelling with utility. Cups come in Wave and Bean variations so customers can pick a mood without even thinking about it. QR codes lead people to digital menus and origin stories. Paper bags carry the line sparks a love for coffee which feels honest and warm.
11. Specialty Carriers
The drink carrier is a fun detail. The die cut layout folds into a continuous wave, and the handle places the logo front and center. As customers walk out, they quietly advertise the brand throughout the city.
12. Business Card
Business cards balance playful visuals with clean information. The front shows the wave and logo. The back contains a QR code, address, and Instagram handle. The sizing follows the ninety by fifty millimeter European standard so printing stays simple.
13. Brand Positioning
MIRA positions itself as a sensory cafe rather than a fast coffee stop or a hyper technical lab. It is a place where people linger, chat, read, and enjoy the atmosphere. Uniforms use earth tones. Bags display varietals and elevations without being intimidating. The wave language ties signage, cups, and digital assets into a clean system.
14. Interior Strategy
The interior completes the brand experience through oak wood, matte surfaces, and warm textures. Lighting stays low and soft instead of harsh overhead brightness.
Open shelving displays jars and equipment, making the space feel honest, lived-in, and creative.
8. THE OUTCOME
The result is a brand that feels emotional and calm. People feel comfortable the moment they enter. The identity is expressive but never loud. The geometry keeps everything tidy. The culture falls somewhere between creativity, craft, and everyday life.
Final Brand Statement
MIRA is where senses slow down and warmth rises. It celebrates the small flows of life such as steam from a cup, quiet conversations, and the soft pauses that make a day feel human.
