Creative caffeine

By Josh Walker 03 : 04 : 2017 Coffee : Anti-authenticity Marketing : Branding

Mexico City – Blend Station is a new coffee shop inspired by the rejuvenating properties of caffeine.

The space was designed by creative studio Futura
The sleek, modern branding shuns artisanal design tropes to offer a fresh perspective on the café space

Located in the Condesa neighbourhood, the coffee shop features branding that aims to wake visitors up as much as the coffee on offer.

Bold illustrations of eyes in varying states of alertness allude to the nature of caffeine as a stimulant, and the modern, pared-back branding is consistent across the logo, packaging and interior design. Traditional markers of an artisanal coffee house are abandoned in favour of white walls, bright lighting and pale wood, which are punctuated by Futura’s bespoke illustrations on the walls and soft furnishings.

‘We are tired of cosy cafés filled with vintage wood, lightbulbs and kraft packaging,’ a spokesperson from Futura told LS:N Global. ‘We have been around for 10 years with the same kinfolk aesthetic. It’s about time we started proposing new stuff. Blend Station was our chance to do something different that would wake us up as much as coffee does.’

The Big Picture

Brands are moving beyond authenticity and heritage to offer more personal, meaningful communications. For more, read our Anti-authenticity Marketing macrotrend.