Memoê is a brand founded by two brothers who discovered the universe of specialty coffees, fell in love, and decided to share this experience with more people. When they understood the whole universe of flavors that fit inside a bean and also realized that quality coffee only brings benefits to the health of those who drink it, they were sure they wanted to work with that and sought Motora to give life, voice and personality for their brand.
Our challenge began with the search for a name that would translate the attributes that the two brothers wanted to associate with the business: tradition, love and affection… Thus, Memoê was born, the combination of the words “Memory” (“memória” in portuguese) and “Grind” (“moer”). A neologism that sounds like an invitation for the public to grind the fresh beans just before preparing a delicious cup of coffee.
The second step of the project was to develop the storytelling. For this, we delve into the history of the brothers, since the arrival of their great-great-grandfather in Brazil. Investigating his family in depth, they discovered that Antônio Pascotto had arrived in Brazil precisely to work on a coffee plantation and for a few years, the whole family lived in Cafelândia (literally “coffeeland”), surrounded by this fruit.
Inspired by this story, we proposed that Memoê’s mission was to bring the most incredible stories to people. Instigating them to explore the world, discover curiosities, explore limits… We used this concept to develop the name and storytelling of all sensory profiles sold by the brand.
With the entire verbal universe created, we set out to develop the visual identity and adopted the strategy of escaping the “black and minimalist packaging” pattern so frequent in the world of specialty coffees. We bet on vibrant colors and the use of paths and textures to reinforce the brand’s narrative with modern, urban and relaxed attributes.
Memoê is a flexible brand, it’s not just another Brazilian coffee, it’s the coffee that brings the world to you.
Branding, naming and visual identity: Motora
Strategic Direction: Luize Araújo
Strategy and writing: Luize Araújo, Juliana Argollo
Art Direction: Luize Araújo, Júlia Lago
Type Refinement: Júlia Lago
Type Refinement: Júlia Lago
Designers: Júlia Lago, Julia Sales, Luize Araújo and Juliana Argollo