Must is much more than a coffee shop. The Monterrey, Mexico-based cafe aims to create memorable experiences throughout all five senses for those who visit. Firmalt has created the branding and packaging for the shop that offers a variety of items, from sandwiches, desserts, and snacks, as well as many different blends of coffee.

Must appears mysterious and enticing, easily appealing to a wide audience of coffee lovers and cafe-goers. Black, white, and splashes of color imply the high quality of their products, as well as the detail and care that goes into crafting each brew or sandwich. Keeping the design simple allows for Must to introduce and interchange their offerings easily, making every consumer’s experience unique.

“The concept behind Must is inspired in antique apothecaries, where pharmacists devoted their time to the development of recipes for their patients. The combination of unexpected ingredients is portrayed in the identity, which embraces a varied color palette, and the interchangeable logos within the brand’s collateral.”

“The mark was brought to life resembling old family emblems, which often contained the pharmacist’s family name surrounded by a frame. The frame varies depending on the application. Alternating these contributes to the brand voice and original style.”


Designed by Firmalt

Country: Mexico

City: Monterrey