MOJO COFFEE
Visual Identity
A Spark of Joy
MOJO Coffee launched in Downtown Hoboken in June 2020 with an ambitious vision to create more than just another coffee shop—they wanted to build genuine community hubs that would bring locals together through specialty coffee and shared experiences. As they expanded to multiple locations across New Jersey, the challenge was maintaining their authentic, community-first values while scaling. They needed a brand strategy that could adapt to different neighborhoods while preserving the "home away from home" feeling that makes each location feel like an extension of its unique community.
We developed a comprehensive brand strategy rooted in the concept of everyday magic and hyperlocal community building. The brand positioning centers on MOJO being "a spark of joy and that morning boost" where neighbors can find quality treats and inspiration, whether grabbing a quick coffee, meeting friends, or participating in community events. We crafted a dual archetype system combining the Citizen (community-focused, inclusive, democratic) with touches of the Magician (transformational, hope-inspiring) to create a brand that feels both grounded and uplifting across all locations.
