Moka Mood is a fictional coffee shop on Jefferson Street — a warm, neighborhood café with coffee and pastries inspired by French savoir-faire. The brief was to build an identity that could carry that positioning end to end: retro-feeling without being kitsch, French-leaning without being literal, and expressive enough to survive a saturated feed.

The system leads with a rubber-hose cartoon mug mascot paired with a serif-plus-italic wordmark, grounded on a cream, black, and warm orange palette. The mascot does the emotional work — reading menus, holding macarons, walking with coffee — so the typography and palette can stay restrained. Extended across packaging (croissant bag, takeaway carrier), stationery, app and social, apparel, and a motion layout for launch.