Industry

Speciality Coffee

Client

Type Coffee Ltd.

TYPE: A Mood-Based Coffee Identity

Coffee That Speaks Your Mood

TYPE isn’t just a coffee brand, it’s a modular identity system designed for Gen Z’s ever-shifting moods and expressive culture. Built around the word “TYPE,” the brand becomes a flexible framework: Calm Type, Bold Type, Sweet Type, Emotional Type. Each variant taps into the emotional language and fluid self-expression that defines modern identity. Our goal: create a brand that feels less like a logo, and more like a mirror, reflecting who you are, and how you feel, with every sip.

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Every Day, a Different TYPE

TYPE’s visual identity system is equal parts expressive and systematic — a modular brand built to shift with its audience. From the adaptable logo and color-coded moods to product names and visual elements, every piece flexes without losing clarity. TYPE doesn’t follow trends; it tracks feelings. Whether someone reaches for Bold Type or Chill Type, they’re not just picking coffee — they’re selecting their emotional tone for the moment. That’s what makes TYPE powerful: a brand that’s alive, responsive, and as adaptable as the people it serves.