Matto
A vibrant specialty coffee shop nestled in the heart of Moda, Istanbul. Known for embracing neighborhood culture while staying connected to global coffee trends, Matto creates a warm, local experience. I rebranded the shop with a fresh identity that reflects its lively and welcoming spirit, perfectly aligning with its character and commitment to exceptional coffee.
Visual IdentityPrintDigital2024
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.
Matto's previous logo, is far from the identity the brand wants to reflect. Generic in terms of style and color, and has problems in terms of applications (especially in small sizes, the logo and icon are not visible).
Identity concepts studied while searching for the language most suitable for Matto's identity.
Approach
The name ‘Matto’ means ‘crazy’ in Italian, and we embraced this spirit as a key part of the brand’s story. Matto embodies a ‘crazy’ energy that is infectious and lovable—a unique personality that permeates the café. This concept influenced the design process, serving as a playful and essential element of the visual solution.
The logo features a dynamic mix of elegant, bold, and quirky letterforms, representing the diverse personalities that come together in the neighborhood. The “!” adds a playful nod to the Italian meaning of the word, infusing the identity with energy and character.
The logo can be used in two different ways: angled and straight.
Typography & Colors
The font and color palette were carefully selected to reflect the keywords that guided the identity. The Obviously font family, with its rich variety of styles and weights, provides the flexibility needed to address Matto’s diverse needs across menus, signage, and marketing materials. Similarly, the color palette was crafted to evoke warmth and sincerity, highlighting Matto’s emphasis on local culture, meaningful conversations, and a joyful, welcoming atmosphere that connects with both the neighborhood and the wider world.
Social Media
My multidisciplinary approach and passion for design enable me to deliver compelling visual narratives in every project. By fostering clear communication and efficient collaboration, I ensure that I fully understand the problem, empathize with people, and make informed design decisions that align with the project’s objectives. More about me & my approach 〉
© 2024 Emre Parlak