CLICK HERE TO view my online Resume
Morgen Kaffee
Morgen Kafee is a german-themed cafe in Clark, Pampanga, that also claims to be the first ever board game cafe in the area. They serve a large variety of drinks, from classic espresso based drinks to playful iced blended beverages.
About Morgen Kaffee
The Project
The objective was to create a brand guide to help the owners keep their social media posts and other materials consistent. The client also needed a set of illustrations that they can incorporate into these materials that would fit seamlessly into their branding while establishing a friendly yet professional vibe for their cafe.
The logo blends the precision of a clock with the comforting familiarity of a coffee takeout cup, embodying their tagline, 'Every Minute is Morgen.' Crafted in a sleek monoline, monochrome style, it captures the brand's minimalist approach while still radiating a friendly and inviting vibe.
Depending on the cafe's location, merchandise sales can represent 5 to 20% of a cafe's total revenue. Because of this, I proposed the creation of a cafe mascot. This mascot can be incorporated in their future merch designs and also be used to further strengthen some of the messaging we were building around the brand. This was when we conceptualized the Sunnyside Crew.
I selected an alarm clock as a mascot because it aligns with a lot of the messaging that Morgen wanted to convey, the most obvious one being how closely it can be associated to the cafe's new coffee clock logo.
The alarm clock also makes sense because of its ability to wake you up at any time of day, and the precision that is needed to make a clock is akin to the precision needed to make a quality cup of coffee.
The supporting characters of a sun and a cloud represent the two general types of beverages the cafe offers. The cafe offers espresso drinks for high-energy, high productivity days--this is represented by the sun mascot, Sonny. On the other hand, Clyde the cloud represents the more laidback days, the chill days where a nice sugary blended treat would be a better fit.
Morgen also happens to be owned by a childhood friend who, at the time, just got married. As a wedding gift, I made them their own custom board game, which we playfully called Morgame.
Morgame is a coffee-themed blend (no pun intended) of Cranium and Snakes & Ladders. There are 4 challenge categories, and succeeding in 1 challenge lets you move up the board in the amount of blocks you roll with the dice. If you land on a spilled coffee cup, you lose your next turn.
The objective is for you to help Morgen, Sunny, and Clyde get to the cafe.
Thanks for taking a look at this! If you enjoy vintage rubberhose mascots and colorful branding, you can also take a look at my work for Sarap Dough by clicking the button below.