Momentē

We identified the target audience’s need for an experience of freedom and established that insight as the foundation of the brand strategy. Momentē is not just coffee; it is an invitation to have the courage to live in the present moment and by one’s own rules. The tagline “Live now” clearly and directly encapsulates this idea.

The logo is based on a composition of two elements: a graphic symbol and typography. Together, they form a mark that affirms openness to the world, an adventurous spirit and freedom.

The graphic symbol is at the heart of the identity and is shaped through a blend of four key motifs. The central figure of the mark simultaneously represents a sailboat in motion and the silhouette of a coffee cup, linking the idea of travel to the brand. Above it is a form that can be read as both a sail and a compass needle. As a sail, it emphasizes movement, while as a compass needle, it indicates direction and guides the eye toward the top of the symbol, where a stylized bird in flight serves as a symbol of freedom. At the base are three parallel wavy lines representing the sea/ocean, the bond that connects continents, people and cultures.

The typography, featuring a specific horizontal line (a macron) above the letter “E,” aesthetically balances the composition and emphasizes its international character.

Distinction within the category was achieved through a visual setup where the silver logo and navy blue color depart from the industry’s dominant brown tones. The conscious omission of generic coffee bean imagery further confirms the break from established clichés and highlights the brand’s premium positioning.

The packaging design introduces specific narratives for each segment of the portfolio.

Each espresso capsule variant is recognizable by a distinctive color and stylized illustrations of cityscapes and architectural symbols. These visual elements correspond to the geographic origin of the blend, its intensity or the energy of the city. These illustrations further emphasize the brand’s cosmopolitan philosophy based on connecting continents and cultures.

Instant and traditional coffee are based on an expression that emphasizes vastness and broad horizons. Authentic illustrations of coastal towns reflect a philosophy of being unconstrained and free.