Visual Identity & Brand Strategy

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MAFFINI is a bakery - focused coffee brand built around impulse, aroma, and speed of choice.

- ProblemLocal coffee shops often look interchangeable. Neutral palettes, decorative logos, weak memorability. Pastry becomes secondary instead of the main trigger.
- SolutionA bold, typographic identity that makes baked goods the hero and the brand impossible to ignore.

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- Why red

Red is appetite-driven, energetic, and emotional.It stimulates hunger, accelerates decision-making, and works instantly in street visibility, packaging, and display zones.MAFFINI does not whisper freshness — it declares it.

- Why a typographic logo

Pastry is simple. The brand language should be the same.A wordmark creates clarity, fast recognition, and scalability across cups, bags, menus, and signage.No symbols competing with products. No visual noise.The name becomes the brand asset.

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This service is perfect for established businesses or Startup that value clarity, minimalism, and a refined brand image.  

This package includes in-depth brand strategy and everything necessary for a fully cohesive and well-thought-out brand identity.  
• 2 Brand Identity Design Concepts (including art direction, moodboards, logo design, colors, typography, and key visual for each. Proposals are presented through visualizations on various applications such as products, websites, business cards, etc.)  
• 2 rounds of revisions  
• 1 Comprehensive Brand Identity Design (Final Brand Presentation)  • Logo variations (main and secondary logos, favicon, negative version, icon/ typography etc.)  
• Complete Brand Color Palette  
• Brand Typography System  
• Brand Design Elements (custom-designed patterns, illustrations, and icons unique to your brand)  
• Brand Strategy & Style Guide PDF (simple pdf document outlining the brand strategy, usage guidelines, and visual elements)  
• All necessary file formats (vector and raster)

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