Mr Black Brand Compendium — evolving instinct into infrastructure.
At the heart of the evolution was a simple idea: Where Coffee Meets Cocktail. Specialty coffee obsession becomes nightlife mythology, where codes of ritual and devotion form a seductive brand world that invites the night.
Crafted into a comprehensive Brand Compendium, this evolution creates a rich, scalable design system and creative approach that gives clarity and confidence to build a cohesive global brand. Since the Compendium rollout, Mr Black has grown sales significantly.
“Marie built a cohesive design and visual articulation for our coffee liqueur, Mr Black. She transformed the existing visuals into a cohesive point of view that brought to life the rich, textured and coffee-forward product truth within a world of spirits. Her steer helped to land clear design ethos and principles that could be translated through the development of all creative assets as well as guidance for how to visually communicate any aspect of the brand.”
OLIVIA KUPFER — Brand Director, Diageo, NY
Diageo, New York
SERVICES
Creative Direction
Design Direction
Art Direction
Brand Guidelines
COLLABORATORS
Mr Black Founder: Tom Baker
Brand Director: Olivia Kupfer, Diageo, New York
Creative Collaborator: Montana Hein
Project Management: Sima Patel
Graphic Design by Marie Schultz and Megan Pryce
Words by Montana Hein
Illustrations by Marie Schultz and Melissa Van Keppel
Photography and Video by Dexter Kim and Isabella Wild
Typefaces: Lydian by Warren Chappell and Chromatic Pro by Colophon via Monotype
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