Mediterranean Marseille meets New York’s buzzing coffee culture in PROST WORK’s identity for APT.20

Marseille’s APT.20 brings people together with exceptional coffee, tasty food, and delightful company. Hosting a variety of events – from tattoo pop-ups to running club meet-ups – it’s a place to catch up and enjoy quality time with friends. Speaking of ‘friends,’ “the name APT.20 is a subtle nod to Monica’s apartment in ‘Friends,’ the owners’ favourite TV show,” points out Founder & Creative Director Manon Prost, who designed the identity for the coffee shop. Deeply inspired by the iconic television show and the US coffee scene, the coffee shop’s owners (a young married couple), Noémie Polverini and Enzo Busonera, worked with Marseille- and London-based studio PROST WORK to build a brand identity that aligned with their vision. Rather than using obvious signifiers from the show and relying on gimmicks, they capture the feel-good essence of the show – “a place where friends gather, conversations flow, and good coffee is always at the centre.” In early discussions, the duo clarified that merchandising would be an essential part of APT.20’s brand ecosystem. This meant creating stand-out mascots and “building a strong, flexible identity that could seamlessly extend to apparel, accessories, and collectables, reinforcing the café’s presence beyond its physical space.”