CALMÔ, cafés e cookies

Calmô
is a coffee shop in Brazil focused on specialty coffees and artisanal cookies with a practical and quick shopping experience. It's a place to experience moments of lightness in a democratic and friendly environment.

Coffee cookies cool Fun visual identity Packaging calm

Challenge

Everything needed to be thought from scratch so we could turn all the good ideas and visions into a solid brand. At first, this brand had no name, theme, business model or a consolidated product. The route needed to be calculated and the possibilities were many. In the beginning, a “takeaway” model coffee shop. In the end, a brand that knows its place in the world. It was necessary to create a democratic communication, so everyone could feel welcome in the same space. Balance, color, joy and relaxation were fundamental for the subtlety of the details to be perceived.

Solution

Based on a deep immersion process and extensive knowledge of the customer's profile, it was possible to perceive what the brand's value propositions would be. In essence, the founder of Calmô is a person who appreciates moments of pause, genuine exchanges and the simplicity of life's small pleasures. Because of this, designed a brand that contemplated a place of permanence, an affectionate service, and a relaxing conversation. An invitation to enjoy the calm of a coffee, even if short, for those who need a breather and a cozy talk. As a comma in a phrase, a moment to stop and live the moment. The project was consolidated, step by step, with several professionals from multiple areas, promoting a result where ideas were maturing, changing and adapting to the best outcomes. Branding was thought from the business model, through architecture, visual identity, products and communication. The result was a very well thought out, structured and connected brand, where everything dialogues in a perfect flow.

Visual Identity

From the name to the design of the visual elements, Calmô reinforces the idea of taking a break to enjoy small moments of easiness and comfort. The logo is formed by a typography with soft curves and small interventions that bring the idea of relaxation. The mix of uppercase and lowercase letters also shows a spontaneous, friendly and versatile vibe. The symbol, which enters the visual compositions of the brand as a detail, is represented by a comma, a graphic punctuation mark that indicates a small pause.

Illustrations

Calmô's Visual Universe has supporting illustrations that help to bring connection with the audience by portraying people in different moments of pause, reinforcing the idea that each pause is a unique and pleasant experience. The style of the line is minimalist and timeless, without being childish. Small orange details can be used to increase the connection with the brand and bring spontaneity. The illustrations can also be accompanied by phrases that help to transmit Calmô's personality and sense of humor.