Café 170º, Precision as Principle
As a branding curator, I rarely see concept and craft align so cleanly. M+C SAATCHI Spain anchored Café 170º on a single technical moment, one exact temperature where beans reveal their character. That idea becomes the organizing principle for identity, layout, and hierarchy. The design pares back excess, favoring clarity, contrast, and purposeful details. Black and white foundations, controlled color accents, and subtle metallic finishes give the system quiet confidence. Typography and a degree symbol become tools, not ornamentation, which makes the brand instantly recognizable across touchpoints. It reframes coffee as science and sensory ritual.
Viewed across bags, cans, cups, and hospitality signage, the system scales elegantly and coherently. Every application reinforces the same logic, simplifying decisions for retailers and hospitality teams. The restrained palette and measured execution let ingredients and ritual remain central to the experience. Credit goes to Alejandro de Antonio, Manu Gómez, Marta Villa González, and Sergio Ruiz Cáceres for clear direction and craft. Read the full case to see structural grids, packaging mockups, and the thoughtful use of the degree mark. This is a study in how technical precision can shape a memorable, modern coffee brand.
Source: abduzeedo.com
