Exploration
Matto reached out with the desire to renew their brand identity. Situated in the heart of Moda, Istanbul, Matto is known for embracing neighborhood culture while staying connected to global coffee trends, creating a warm and local experience. In our initial discussions, we delved into the core of who Matto is and what they aim to offer. Through collaborative research meetings, including conversations with frequent customers, keywords such as “sincere,” “local,” “high-quality,” “neighborhood,” “people I love,” “warmth,” “chat,” “new experiences,” “pleasant,” “sociable,” and “a crazy thing that makes you love it” emerged. These insights became the foundation for Matto’s refreshed identity, guiding us toward a brand language that authentically reflects the café’s character and soul.
Additionally, the new identity was designed with Matto’s future in mind, considering plans to expand beyond coffee by introducing food and cocktails, as well as the possibility of opening new locations. The identity needed to be flexible enough to grow with the brand, while remaining rooted in the local charm that defines Matto’s connection to its community.