How we brought FUCO’s identity to life with strong branding

In collaboration with our sister label Goalden, we embarked on this project, in which we were responsible for defining the brand’s visual identity. The brief: to develop a brand that embodies sustainability, quality and transparency, with a name, story and look that stick in the mind. A brand that gives coffee a face. In other words: a face to the cup.

From idea to identity

We began with strategic sessions in which we worked with the FUCO team to define the brand’s ambition. What role should the brand play in the lives of coffee lovers? What is FUCO’s mission and vision? And what values are central to it? Sustainability, transparency and a love of the craft emerged as the common thread. FUCO must represent the future of coffee, whilst respecting the past. The founders wanted to combine tradition with the energy of a new generation. That also became the starting point for the name: Future of Coffee = FUCO.

From concept to reality

With the brand values clearly defined, a visual exploration followed. By presenting different styles (from bold to subtle), a preference quickly emerged: bold, clear and recognisable. Think bright colours, concise yet impactful typography and a no-nonsense message. No cluttered, busy packaging, but a design that makes it immediately clear what FUCO stands for. According to our designer Léon, good branding is all about simplicity:

“The best brands often have a single, clear message and a simple visual style. We wanted to stick to that here as well.”

The aim was also to turn the packaging into a style statement: one that you’d be proud to display. Think of it as one of those recognisable, luxurious books on your uncle’s kitchen table – which, as well as being functional, looks absolutely stunning!