- Café 170º by M+C Saatchi Spain turns a precise moment of coffee science into one of the most visually refined coffee brands on the market.
- A bisected circle mark, clean white ground, and color-coded range system make for a rare rejection of artisinal aesthetics.
The coffee category is obsessed with origin stories and artisan credentials, but Café 170º, designed by M+C SAATCHI Spain for Mahou San Miguel, does something unexpected by building its identity around a single precise moment of science, the exact temperature at which coffee beans begin to transform.
The mark at the center of each pack, a circle interrupted by a vertical line to create a half-light and half-dark composition, is an elegant visual metaphor for that moment of transformation, and loosely represents a coffee bean. What makes this so refreshing in the coffee space is the complete rejection of rustic textures and handcrafted signifiers in favor of a design language grounded in precision, control, and chemistry. It’s a compelling design.
