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East Street, Leeds LS9 8EE

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Artboard 1 So Mo

Modern Standard

Everyday mainstream, or small, high-craft independent? Modern Standard set out to do both: marrying the precision of speciality brewing with modern, efficient, large scale production. We developed a proposition, name and identity to define a new standard for everyone’s cup.

  • Brand identity
  • Writing
  • Packaging
  • Social
  • Brand articulation
  • Art direction
MOMENTUM FN2

A simple monogram borrows from the idea of a kite-mark – a benchmark of quality on a large scale. Its geometries inform a variety patterns and shapes; from the angle of the M, to the small bar it balances on (affectionately known as the ‘ingot’).

Something More Modern Standard Brand Application2
Something More Modern Standard Brand Application4
Something More Modern Standard Brand Application3
Something More Modern Standard Brand Application
Something More Modern Standard Colour

A frugal, but bold approach to application creates impact that’s easy to produce and doesn't feel ostentatious.

MS icons
MS Clock SQ
Something More Modern Standard Application7
Something More Modern Standard Application10
MS TRAY OVERHEAD RT
Something More Modern Standard Application6
Something More Modern Standard Application3

The identity works with a deliberate restraint.

Ms pour

Knowledge for all via useful facts in a simple short form. Breaking down the secret mystical art of great coffee, one cup at a time.

Something More Modern Standard 05 Coffee Cups