Moxie Coffee Co.
![Moxie Coffee Co. Featured Image](https://themadeshop.com/assets/work/Moxie_Header.jpg)
Moxie is a uncommon new coffee venture bringing a bold yet sophisticated independent coffee experience to Arizona.
We created a minimal and memorable visual identity that finds beauty in the broken. It takes Moxie to show restraint and vulnerability, so we created an uncommon brand to convey their uncommon coffee.
Disciplines
- Visual Identity
- Packaging Design
- Collateral
![Moxielogo](https://themadeshop.com/assets/work/_1440x1080_crop_center-center_82_line/moxielogo.png 1440w, https://themadeshop.com/assets/work/_1200x900_crop_center-center_82_line/moxielogo.png 1200w, https://themadeshop.com/assets/work/_992x744_crop_center-center_82_line/moxielogo.png 992w, https://themadeshop.com/assets/work/_768x576_crop_center-center_60_line/moxielogo.png 768w, https://themadeshop.com/assets/work/_576x432_crop_center-center_60_line/moxielogo.png 576w)
wabi-sabi (侘寂) is a worldview that appreciates beauty that is transient, imperfect, and broken.
![MOXIECUP](https://themadeshop.com/assets/work/MOXIECUP.gif)
Bold and broken, the icon shows some moxie through restraint and vulnerability
![Moxie 17](https://themadeshop.com/assets/work/_1920x1252_crop_center-center_82_line/Moxie-17.jpg 1920w, https://themadeshop.com/assets/work/_1440x939_crop_center-center_82_line/Moxie-17.jpg 1440w, https://themadeshop.com/assets/work/_1200x782_crop_center-center_82_line/Moxie-17.jpg 1200w, https://themadeshop.com/assets/work/_992x647_crop_center-center_82_line/Moxie-17.jpg 992w, https://themadeshop.com/assets/work/_768x500_crop_center-center_60_line/Moxie-17.jpg 768w, https://themadeshop.com/assets/work/_576x375_crop_center-center_60_line/Moxie-17.jpg 576w)
The packaging is at once strictly minimal yet deeply descriptive of their uncommon coffees
![Moxie Portfolio](https://themadeshop.com/assets/work/_1920x1250_crop_center-center_82_line/Moxie_Portfolio_2022-10-19-173845_lddu.jpg 1920w, https://themadeshop.com/assets/work/_1440x937_crop_center-center_82_line/Moxie_Portfolio_2022-10-19-173845_lddu.jpg 1440w, https://themadeshop.com/assets/work/_1200x781_crop_center-center_82_line/Moxie_Portfolio_2022-10-19-173845_lddu.jpg 1200w, https://themadeshop.com/assets/work/_992x646_crop_center-center_82_line/Moxie_Portfolio_2022-10-19-173845_lddu.jpg 992w, https://themadeshop.com/assets/work/_768x500_crop_center-center_60_line/Moxie_Portfolio_2022-10-19-173845_lddu.jpg 768w, https://themadeshop.com/assets/work/_576x375_crop_center-center_60_line/Moxie_Portfolio_2022-10-19-173845_lddu.jpg 576w)
![Moxie Portfolio0](https://themadeshop.com/assets/work/_1920x1335_crop_center-center_82_line/Moxie_Portfolio0.jpg 1920w, https://themadeshop.com/assets/work/_1440x1001_crop_center-center_82_line/Moxie_Portfolio0.jpg 1440w, https://themadeshop.com/assets/work/_1200x834_crop_center-center_82_line/Moxie_Portfolio0.jpg 1200w, https://themadeshop.com/assets/work/_992x689_crop_center-center_82_line/Moxie_Portfolio0.jpg 992w, https://themadeshop.com/assets/work/_768x534_crop_center-center_60_line/Moxie_Portfolio0.jpg 768w, https://themadeshop.com/assets/work/_576x400_crop_center-center_60_line/Moxie_Portfolio0.jpg 576w)
![Moxie 01](https://themadeshop.com/assets/work/_1920x1336_crop_center-center_82_line/Moxie-01.jpg 1920w, https://themadeshop.com/assets/work/_1440x1002_crop_center-center_82_line/Moxie-01.jpg 1440w, https://themadeshop.com/assets/work/_1200x835_crop_center-center_82_line/Moxie-01.jpg 1200w, https://themadeshop.com/assets/work/_992x690_crop_center-center_82_line/Moxie-01.jpg 992w, https://themadeshop.com/assets/work/_768x534_crop_center-center_60_line/Moxie-01.jpg 768w, https://themadeshop.com/assets/work/_576x400_crop_center-center_60_line/Moxie-01.jpg 576w)
![Moxie Portfolio](https://themadeshop.com/assets/work/_1920x671_crop_center-center_82_line/Moxie_Portfolio.png 1920w, https://themadeshop.com/assets/work/_1440x503_crop_center-center_82_line/Moxie_Portfolio.png 1440w, https://themadeshop.com/assets/work/_1200x419_crop_center-center_82_line/Moxie_Portfolio.png 1200w, https://themadeshop.com/assets/work/_992x347_crop_center-center_82_line/Moxie_Portfolio.png 992w, https://themadeshop.com/assets/work/_768x268_crop_center-center_60_line/Moxie_Portfolio.png 768w, https://themadeshop.com/assets/work/_576x201_crop_center-center_60_line/Moxie_Portfolio.png 576w)
![Moxie 11](https://themadeshop.com/assets/work/_1920x2798_crop_center-center_82_line/Moxie-11.jpg 1920w, https://themadeshop.com/assets/work/_1440x2098_crop_center-center_82_line/Moxie-11.jpg 1440w, https://themadeshop.com/assets/work/_1200x1748_crop_center-center_82_line/Moxie-11.jpg 1200w, https://themadeshop.com/assets/work/_992x1445_crop_center-center_82_line/Moxie-11.jpg 992w, https://themadeshop.com/assets/work/_768x1119_crop_center-center_60_line/Moxie-11.jpg 768w, https://themadeshop.com/assets/work/_576x839_crop_center-center_60_line/Moxie-11.jpg 576w)
![Moxie 08](https://themadeshop.com/assets/work/_1920x1252_crop_center-center_82_line/Moxie-08.jpg 1920w, https://themadeshop.com/assets/work/_1440x939_crop_center-center_82_line/Moxie-08.jpg 1440w, https://themadeshop.com/assets/work/_1200x782_crop_center-center_82_line/Moxie-08.jpg 1200w, https://themadeshop.com/assets/work/_992x647_crop_center-center_82_line/Moxie-08.jpg 992w, https://themadeshop.com/assets/work/_768x501_crop_center-center_60_line/Moxie-08.jpg 768w, https://themadeshop.com/assets/work/_576x375_crop_center-center_60_line/Moxie-08.jpg 576w)
![Moxie Portfolio0000](https://themadeshop.com/assets/work/_1920x487_crop_center-center_82_line/Moxie_Portfolio0000.png 1920w, https://themadeshop.com/assets/work/_1440x365_crop_center-center_82_line/Moxie_Portfolio0000.png 1440w, https://themadeshop.com/assets/work/_1200x304_crop_center-center_82_line/Moxie_Portfolio0000.png 1200w, https://themadeshop.com/assets/work/_992x251_crop_center-center_82_line/Moxie_Portfolio0000.png 992w, https://themadeshop.com/assets/work/_768x195_crop_center-center_60_line/Moxie_Portfolio0000.png 768w, https://themadeshop.com/assets/work/_576x146_crop_center-center_60_line/Moxie_Portfolio0000.png 576w)
![Moxie 09](https://themadeshop.com/assets/work/_1920x1252_crop_center-center_82_line/Moxie-09.jpg 1920w, https://themadeshop.com/assets/work/_1440x939_crop_center-center_82_line/Moxie-09.jpg 1440w, https://themadeshop.com/assets/work/_1200x782_crop_center-center_82_line/Moxie-09.jpg 1200w, https://themadeshop.com/assets/work/_992x647_crop_center-center_82_line/Moxie-09.jpg 992w, https://themadeshop.com/assets/work/_768x500_crop_center-center_60_line/Moxie-09.jpg 768w, https://themadeshop.com/assets/work/_576x375_crop_center-center_60_line/Moxie-09.jpg 576w)
Signage, wayfinding, merchandise, and menus extend the brand language to every facet of the shop
![Moxie 07](https://themadeshop.com/assets/work/_1920x1252_crop_center-center_82_line/Moxie-07.jpg 1920w, https://themadeshop.com/assets/work/_1440x939_crop_center-center_82_line/Moxie-07.jpg 1440w, https://themadeshop.com/assets/work/_1200x782_crop_center-center_82_line/Moxie-07.jpg 1200w, https://themadeshop.com/assets/work/_992x647_crop_center-center_82_line/Moxie-07.jpg 992w, https://themadeshop.com/assets/work/_768x501_crop_center-center_60_line/Moxie-07.jpg 768w, https://themadeshop.com/assets/work/_576x375_crop_center-center_60_line/Moxie-07.jpg 576w)
![Moxie 12](https://themadeshop.com/assets/work/_1920x1336_crop_center-center_82_line/Moxie-12.jpg 1920w, https://themadeshop.com/assets/work/_1440x1002_crop_center-center_82_line/Moxie-12.jpg 1440w, https://themadeshop.com/assets/work/_1200x835_crop_center-center_82_line/Moxie-12.jpg 1200w, https://themadeshop.com/assets/work/_992x690_crop_center-center_82_line/Moxie-12.jpg 992w, https://themadeshop.com/assets/work/_768x534_crop_center-center_60_line/Moxie-12.jpg 768w, https://themadeshop.com/assets/work/_576x400_crop_center-center_60_line/Moxie-12.jpg 576w)
![Moxie Portfolio](https://themadeshop.com/assets/work/_1920x2716_crop_center-center_82_line/Moxie_Portfolio_2023-01-04-234246_rgrk.jpg 1920w, https://themadeshop.com/assets/work/_1440x2037_crop_center-center_82_line/Moxie_Portfolio_2023-01-04-234246_rgrk.jpg 1440w, https://themadeshop.com/assets/work/_1200x1697_crop_center-center_82_line/Moxie_Portfolio_2023-01-04-234246_rgrk.jpg 1200w, https://themadeshop.com/assets/work/_992x1403_crop_center-center_82_line/Moxie_Portfolio_2023-01-04-234246_rgrk.jpg 992w, https://themadeshop.com/assets/work/_768x1086_crop_center-center_60_line/Moxie_Portfolio_2023-01-04-234246_rgrk.jpg 768w, https://themadeshop.com/assets/work/_576x814_crop_center-center_60_line/Moxie_Portfolio_2023-01-04-234246_rgrk.jpg 576w)
![Moxie 06](https://themadeshop.com/assets/work/_1920x1252_crop_center-center_82_line/Moxie-06.jpg 1920w, https://themadeshop.com/assets/work/_1440x939_crop_center-center_82_line/Moxie-06.jpg 1440w, https://themadeshop.com/assets/work/_1200x782_crop_center-center_82_line/Moxie-06.jpg 1200w, https://themadeshop.com/assets/work/_992x647_crop_center-center_82_line/Moxie-06.jpg 992w, https://themadeshop.com/assets/work/_768x500_crop_center-center_60_line/Moxie-06.jpg 768w, https://themadeshop.com/assets/work/_576x375_crop_center-center_60_line/Moxie-06.jpg 576w)
![Moxie Portfolio19](https://themadeshop.com/assets/work/_1920x425_crop_center-center_82_line/Moxie_Portfolio19.png 1920w, https://themadeshop.com/assets/work/_1440x318_crop_center-center_82_line/Moxie_Portfolio19.png 1440w, https://themadeshop.com/assets/work/_1200x265_crop_center-center_82_line/Moxie_Portfolio19.png 1200w, https://themadeshop.com/assets/work/_992x219_crop_center-center_82_line/Moxie_Portfolio19.png 992w, https://themadeshop.com/assets/work/_768x170_crop_center-center_60_line/Moxie_Portfolio19.png 768w, https://themadeshop.com/assets/work/_576x127_crop_center-center_60_line/Moxie_Portfolio19.png 576w)
![Moxie 04](https://themadeshop.com/assets/work/_1920x1252_crop_center-center_82_line/Moxie-04.jpg 1920w, https://themadeshop.com/assets/work/_1440x939_crop_center-center_82_line/Moxie-04.jpg 1440w, https://themadeshop.com/assets/work/_1200x782_crop_center-center_82_line/Moxie-04.jpg 1200w, https://themadeshop.com/assets/work/_992x647_crop_center-center_82_line/Moxie-04.jpg 992w, https://themadeshop.com/assets/work/_768x501_crop_center-center_60_line/Moxie-04.jpg 768w, https://themadeshop.com/assets/work/_576x375_crop_center-center_60_line/Moxie-04.jpg 576w)
![Moxie 14](https://themadeshop.com/assets/work/_1920x1336_crop_center-center_82_line/Moxie-14.jpg 1920w, https://themadeshop.com/assets/work/_1440x1002_crop_center-center_82_line/Moxie-14.jpg 1440w, https://themadeshop.com/assets/work/_1200x835_crop_center-center_82_line/Moxie-14.jpg 1200w, https://themadeshop.com/assets/work/_992x690_crop_center-center_82_line/Moxie-14.jpg 992w, https://themadeshop.com/assets/work/_768x534_crop_center-center_60_line/Moxie-14.jpg 768w, https://themadeshop.com/assets/work/_576x400_crop_center-center_60_line/Moxie-14.jpg 576w)
![Moxie Portfolio02](https://themadeshop.com/assets/work/_1920x2717_crop_center-center_82_line/Moxie_Portfolio02.jpg 1920w, https://themadeshop.com/assets/work/_1440x2037_crop_center-center_82_line/Moxie_Portfolio02.jpg 1440w, https://themadeshop.com/assets/work/_1200x1698_crop_center-center_82_line/Moxie_Portfolio02.jpg 1200w, https://themadeshop.com/assets/work/_992x1403_crop_center-center_82_line/Moxie_Portfolio02.jpg 992w, https://themadeshop.com/assets/work/_768x1086_crop_center-center_60_line/Moxie_Portfolio02.jpg 768w, https://themadeshop.com/assets/work/_576x815_crop_center-center_60_line/Moxie_Portfolio02.jpg 576w)
![Moxie 10](https://themadeshop.com/assets/work/_1920x1335_crop_center-center_82_line/Moxie-10.jpg 1920w, https://themadeshop.com/assets/work/_1440x1001_crop_center-center_82_line/Moxie-10.jpg 1440w, https://themadeshop.com/assets/work/_1200x834_crop_center-center_82_line/Moxie-10.jpg 1200w, https://themadeshop.com/assets/work/_992x689_crop_center-center_82_line/Moxie-10.jpg 992w, https://themadeshop.com/assets/work/_768x534_crop_center-center_60_line/Moxie-10.jpg 768w, https://themadeshop.com/assets/work/_576x400_crop_center-center_60_line/Moxie-10.jpg 576w)
Moxie knows there is no effort without error, so they take confident risks and share the rewards with their community
![Moxie 15](https://themadeshop.com/assets/work/_1920x1249_crop_center-center_82_line/Moxie-15.jpg 1920w, https://themadeshop.com/assets/work/_1440x937_crop_center-center_82_line/Moxie-15.jpg 1440w, https://themadeshop.com/assets/work/_1200x781_crop_center-center_82_line/Moxie-15.jpg 1200w, https://themadeshop.com/assets/work/_992x645_crop_center-center_82_line/Moxie-15.jpg 992w, https://themadeshop.com/assets/work/_768x499_crop_center-center_60_line/Moxie-15.jpg 768w, https://themadeshop.com/assets/work/_576x374_crop_center-center_60_line/Moxie-15.jpg 576w)
![Moxie 13](https://themadeshop.com/assets/work/_1920x1336_crop_center-center_82_line/Moxie-13.jpg 1920w, https://themadeshop.com/assets/work/_1440x1002_crop_center-center_82_line/Moxie-13.jpg 1440w, https://themadeshop.com/assets/work/_1200x835_crop_center-center_82_line/Moxie-13.jpg 1200w, https://themadeshop.com/assets/work/_992x690_crop_center-center_82_line/Moxie-13.jpg 992w, https://themadeshop.com/assets/work/_768x534_crop_center-center_60_line/Moxie-13.jpg 768w, https://themadeshop.com/assets/work/_576x400_crop_center-center_60_line/Moxie-13.jpg 576w)
![Moxie Portfoliooooo](https://themadeshop.com/assets/work/_1920x1249_crop_center-center_82_line/Moxie_Portfoliooooo.jpg 1920w, https://themadeshop.com/assets/work/_1440x937_crop_center-center_82_line/Moxie_Portfoliooooo.jpg 1440w, https://themadeshop.com/assets/work/_1200x780_crop_center-center_82_line/Moxie_Portfoliooooo.jpg 1200w, https://themadeshop.com/assets/work/_992x645_crop_center-center_82_line/Moxie_Portfoliooooo.jpg 992w, https://themadeshop.com/assets/work/_768x499_crop_center-center_60_line/Moxie_Portfoliooooo.jpg 768w, https://themadeshop.com/assets/work/_576x374_crop_center-center_60_line/Moxie_Portfoliooooo.jpg 576w)
![Moxie 05](https://themadeshop.com/assets/work/_1920x1252_crop_center-center_82_line/Moxie-05.jpg 1920w, https://themadeshop.com/assets/work/_1440x939_crop_center-center_82_line/Moxie-05.jpg 1440w, https://themadeshop.com/assets/work/_1200x782_crop_center-center_82_line/Moxie-05.jpg 1200w, https://themadeshop.com/assets/work/_992x647_crop_center-center_82_line/Moxie-05.jpg 992w, https://themadeshop.com/assets/work/_768x500_crop_center-center_60_line/Moxie-05.jpg 768w, https://themadeshop.com/assets/work/_576x375_crop_center-center_60_line/Moxie-05.jpg 576w)
![Moxie 16](https://themadeshop.com/assets/work/_1920x1335_crop_center-center_82_line/Moxie-16.jpg 1920w, https://themadeshop.com/assets/work/_1440x1001_crop_center-center_82_line/Moxie-16.jpg 1440w, https://themadeshop.com/assets/work/_1200x834_crop_center-center_82_line/Moxie-16.jpg 1200w, https://themadeshop.com/assets/work/_992x689_crop_center-center_82_line/Moxie-16.jpg 992w, https://themadeshop.com/assets/work/_768x534_crop_center-center_60_line/Moxie-16.jpg 768w, https://themadeshop.com/assets/work/_576x400_crop_center-center_60_line/Moxie-16.jpg 576w)
Credits
- Creative Direction
Marke Johnson
- Design & Packaging
Adam Blake
- Collateral
Davis Scruggs
- Art Direction & Photography
Davis Scruggs
- Project Management & Production
Kimberly Johnson
Acknowledgments
Thank you to Matt Heltzel for your excitement, trust, and collaboration bringing this brand to life and for executing on every detail of packaging, collateral, and design at the highest level.