Happycentro's Redesign for MUI Coffee Roastery

Happycentro shares, “As Italians, coffee is deeply ingrained in our culture, marking the rhythm of our daily lives. So, when Hiroko Asabu and Mr. Masafumi Osawa approached us to redesign the identity of their beautiful coffee roastery in Kawasaki City, Kanagawa, in the heart of Japan, we were thrilled.”  

The brief called for an “Italian Touch” blended with Japanese culture, expressed through a contemporary lens. Drawing inspiration from Italy’s rich cultural heritage, Happycentro aimed to merge this with Japan’s fondness for playful mascots. They were inspired by the magic of *Carosello*, a groundbreaking mid-20th-century Italian television program that shaped the communication style of the economic boom era in the 1960s, leaving a legacy of endearing animated characters.  

For MUI, Happycentro completely reimagined the brand identity and packaging design system. They developed a meaningful set of symbols and a vibrant color palette to reflect the essence of the brand. Particular attention was given to highlighting the origins of the coffee beans and the unique qualities of the roasting process, key elements that define the product's exceptional quality.  

One of the project's initial challenges was transitioning the packaging material from plastic to paper, aligning the brand with a more environmentally conscious approach and supporting its commitment to sustainable growth.

Founded in 1998 in Verona, the romantic city of *Romeo and Juliet*, the studio began its creative journey. Over the years, they have collaborated with a wide range of clients, from industry leaders to startups, and local agencies to global enterprises. 

Their design philosophy is simple yet profound: every project, whether it’s crafting brand identities, designing packaging, or producing commercials, is an opportunity to solve unique challenges. Through experience and dedication, they have mastered the art of creative problem-solving. 

Beyond client work, the studio invests heavily in research and experimentation, drawing on cross-disciplinary influences and embracing diversity. By continuously pushing their creative boundaries, they avoid repetition and pursue innovation. 

Specializing in graphic design, illustration, stop-motion animation, commercials, branding, packaging, and typography, their passion for design is evident in everything they create.

Happycentro's Redesign for MUI Coffee Roastery

Happycentro shares, “As Italians, coffee is deeply ingrained in our culture, marking the rhythm of our daily lives. So, when Hiroko Asabu and Mr. Masafumi Osawa approached us to redesign the identity of their beautiful coffee roastery in Kawasaki City, Kanagawa, in the heart of Japan, we were thrilled.”  

The brief called for an “Italian Touch” blended with Japanese culture, expressed through a contemporary lens. Drawing inspiration from Italy’s rich cultural heritage, Happycentro aimed to merge this with Japan’s fondness for playful mascots. They were inspired by the magic of *Carosello*, a groundbreaking mid-20th-century Italian television program that shaped the communication style of the economic boom era in the 1960s, leaving a legacy of endearing animated characters.  

For MUI, Happycentro completely reimagined the brand identity and packaging design system. They developed a meaningful set of symbols and a vibrant color palette to reflect the essence of the brand. Particular attention was given to highlighting the origins of the coffee beans and the unique qualities of the roasting process, key elements that define the product's exceptional quality.  

One of the project's initial challenges was transitioning the packaging material from plastic to paper, aligning the brand with a more environmentally conscious approach and supporting its commitment to sustainable growth.

Founded in 1998 in Verona, the romantic city of *Romeo and Juliet*, the studio began its creative journey. Over the years, they have collaborated with a wide range of clients, from industry leaders to startups, and local agencies to global enterprises. 

Their design philosophy is simple yet profound: every project, whether it’s crafting brand identities, designing packaging, or producing commercials, is an opportunity to solve unique challenges. Through experience and dedication, they have mastered the art of creative problem-solving. 

Beyond client work, the studio invests heavily in research and experimentation, drawing on cross-disciplinary influences and embracing diversity. By continuously pushing their creative boundaries, they avoid repetition and pursue innovation. 

Specializing in graphic design, illustration, stop-motion animation, commercials, branding, packaging, and typography, their passion for design is evident in everything they create.