The world is full of overcomplicated, fancy-schmancy, too-cool-for-school coffee. McCafe wanted to remind people how delicious and satisfying a simple cup of good ol’ joe can be.

The challenge? To make people fall in love again with that basic, quality cup of coffee. For that, another ingredient was necessary: good design.

Through a focus on simplicity, reduction and iconography, the visual ID of McCafe’s new classic yellow cup was born.