The Variable Dan Draper

Moji Coffee Concept — Smile

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Moji Coffee Concept — Smile joy branding happy winston-salem community non profit face smile brand logo coffee moji

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A brand concept for Moji Coffee, a new coffee shop in Winston-Salem that provides meaningful employment to individuals with intellectual and developmental disabilities. Not everyone with IDD is verbal, but a smile communicates joy without words. With that in mind, I had an idea to use the logo itself as a canvas. Now Moji workers can make a joyful connection with their customers when they hand them their drink orders, and with dry-erase wall paint and decals, as people come and go they can leave behind a little joy for someone else to discover.

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