Happycentro Brings Italian Flair to Japan with MUI Coffee Roastery’s Redesign

When MUI Coffee Roastery, a Kawasaki-based roasting shop in Japan, sought a brand refresh and new packaging, they turned to Happycentro, a Verona-based design studio, recognizing their shared passion for coffee. The collaboration aimed to encapsulate MUI’s coffee expertise within a distinct brand identity. A key element was the development of a mascot. “Many iconic Italian food and beverage brands feature memorable mascots,” explains Federico Galvani, Founder & Creative Director at Happycentro. “We drew inspiration from these, like the Bialetti man and Lavazza’s characters, to add a touch of Italian flair.” Initially, the mascot was a stout figure with a hat. However, at MUI’s request, the design evolved to resemble the shop owner, Mr. Osawa, resulting in a more slender and appealing chara