MUI Coffee Roastery, a specialty coffee brand from Kawasaki City, Kanagawa, Japan, has rolled out a new logo and packaging designed by the creative agency Happycentro. The update moves the brand away from its earlier playful style, focusing instead on a cleaner, more cohesive look that highlights its dedication to quality coffee and reflects its growth.
The old logo was a lively mix of colorful geometric shapes—triangles, circles, squares—paired with a handwritten “mui.” The design felt artistic and spontaneous, giving off a relaxed, friendly vibe. The handwritten touch added a sense of warmth and approachability. While the bold colors and casual typography had charm, they didn’t fully capture what the company is all about: great coffee.
The new logo takes a different direction. It’s bold and minimal, with strong, geometric lettering in a bright red color. The wordmark is in all caps, featuring thick slab serifs that give it a solid, confident feel. The typography is sharp and balanced, with small, thoughtful details hinting at the brand’s craftsmanship. A playful twist appears above the letter “M”—two small oval shapes resembling coffee beans. It’s a simple detail, but it connects the design back to the product in a subtle way.
Just below the main logo, “COFFEE ROASTERY” appears in a smaller, clean sans-serif font. The contrast between the bold lettering and the lighter text adds clarity and balances the design, making it easy to read without losing style.
The company moved from a colorful palette to a striking red, which gives the brand a dynamic, bold look. Red symbolizes passion and energy, fitting with its strong personality and love for coffee. Sticking with one color helps the brand stand out and stay memorable, whether on packaging or digital platforms.
The rebranding doesn’t stop at the logo. The new packaging has been redesigned to match the updated look, with unique shapes that perfectly fit coffee bags and bottles, giving the products a standout presence on shelves. Each coffee variant features graphics and icons highlighting the beans’ origin and details about the roasting process. These little touches celebrate the care and skill that go into every batch.
The company introduced a mascot inspired by mid-20th-century Italian culture, adding a fun twist. The character appears on some of the packaging and marketing materials, bringing a playful energy to the brand. With vintage-style illustrations and red accents, the mascot adds personality and a nod to Italy’s design influence, blending nicely with MUI’s Japanese roots.
A playful mascot and clean, minimalist packaging create an interesting contrast. While they feel slightly different, this combination adds unexpected charm and enriches the brand’s story.