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WorkGraphic Design

Blok Design brews up a new identity for ModRec to celebrate the culture of coffee

ModRec is not just a purveyor of coffee beans from some of the world’s best small-batch roasters, but a singular portal into a world where realness, spontaneity and individualism reign supreme over artifice, pretense and mass culture. That's certainly according to Toronto's Blok Design who recently created ModRec's new identity.

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Four square cards in purple, tan, mint green and blue, each displaying ModRec's wordmark and logo design by Blok Design

"Beginning with the bold wordmark, the identity serves as a window into this unique philosophy of living," explains Blok. "Photography mirrors the attitude of a brand that doesn’t tolerate BS, while language, colour and pattern unite to evoke the off-beat journey of discovery that awaits subscribers."

We especially love the cool and calming colour palette with the simple illustrations of classic coffee percolators and cafetieres – a clear celebration of the heritage of the world's most popular drink to please coffee lovers everywhere.

Collection of ModRec branded materials featuring coloured cards with coffee percolator silhouettes and photography, designed by Blok Design
Rolled packaging labels for ModRec coffee with numbered sections 01 to 06, each in pastel colours with typography and illustrated coffee equipment details
Two ModRec branded cards displaying stylised coffee percolators in yellow and light blue against contrasting backgrounds, with the ModRec logo in the corner
Two ModRec branded postcards featuring simplified illustrations of vintage coffee percolators on green and pink backgrounds with typographic elements
ModRec branding identity featuring bold text boxes for "MOD" and "REC" on a white background with coloured geometric shapes
Light blue card with ModRec wordmark and horizontal line on tan and mauve abstract background with organic shapes
ModRec packaging featuring a green logo, black and white photography of a man, and "x12 Modern Recreation" text on a white box
Black and white photograph of a person with outstretched arms standing on a highway overpass, viewed from behind
Black and white photograph of a man carrying a woman on his shoulders in an urban alleyway beside a brick building
A black and white photograph of a man giving a woman a piggyback ride outdoors, both laughing and appearing relaxed
Close-up of ModRec coffee brand identity showing geometric box illustration with "REC" and "MOD" text on white background
White ModRec branded boxes with REC and MOD labels arranged to show the new identity design by Blok Design
ModRec branded folder with a transparent tab showing text reading "Not Filtered, Direct, Simple, Considered" wrapped around the edge of a white box
Three ModRec coffee subscription boxes arranged diagonally, each displaying the brand's bold wordmark and featuring kraft paper labels with coffee brewing equipment illustrations
Colourful ModRec branded labels and packaging strips in beige, blue, green and pink, displaying series numbers and coffee-related categories
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