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The work covered brand development, website design, packaging, and early digital product exploration. The identity was defined through logo development, typography, colour direction, and a core visual language, then translated into a structured website designed and implemented in Wix.
Packaging extended the identity into coffee products developed with collaborative clients, with label structures and visual systems adapted to different product variations.
The collaboration also opened space for exploratory concepts.
MTI / MEATime explored an e-commerce marketplace for local meat producers, while Xpress CaffeeIn explored a mobile ordering experience connected to the coffee distribution initiative.
FOCUS:
Brand development | Digital platforms | Packaging design | E-commerce UX | Mobile product concepts | Visual systems
Vision into Experience
Working directly with the founder allowed business objectives and design decisions to develop closely together. Iterative reviews helped shape the brand, website, packaging, and exploratory concepts around changing commercial opportunities.
The design process moved between identity development and practical application. Adobe Creative Suite supported branding, packaging, and visual assets, while Adobe XD and Wix supported the digital experience and website implementation.
The coffee initiative introduced collaboration with external clients, requiring packaging designs to adapt individual identities and product requirements while remaining commercially coherent.
Exploratory concepts created another space for experimentation. MTI / MEATime investigated marketplace architecture and product discovery, while Xpress CaffeeIn explored mobile ordering, checkout, and potential retention features as a digital extension of the coffee ecosystem.
Key Decisions:
Established a flexible identity system for a new and evolving business
Designed a modular website structure supporting changing commercial needs
Extended the brand into physical packaging and client collaborations
Balanced international positioning with an approachable visual expression
Explored e-commerce and mobile concepts as potential business extensions
Maintained visual continuity between brand, web, packaging, and digital products
Beyond just one Brand
The project established MHSG’s initial visual and digital foundation, giving the startup a coherent identity and professional platform for entering the market.
The website translated the new brand into a functioning digital presence, while packaging extended that identity into the company’s coffee distribution activities and collaborations with external clients.
The exploratory work broadened the possibilities further. MTI / MEATime provided insight into marketplace and e-commerce experiences, while Xpress CaffeeIn demonstrated how the coffee initiative could develop into a connected mobile product experience.
Together, the work established more than a visual identity. It created an adaptable foundation spanning brand, digital, physical products, and early product concepts, demonstrating how a young business could explore multiple directions through design.
MHSG was a startup based in Ahaus, Germany, focused on supporting small businesses with commercial concepts, international partnerships, and market distribution. As a new business entering competitive sectors, it needed a visual identity and digital presence that could establish credibility.
The collaboration began with the brand itself, defining its identity, website, and digital foundations. It later expanded into coffee packaging and exploratory digital concepts, creating opportunities to test how the brand could extend across products, platforms, and customer experiences.
COMPANY:
MHSG
ROLE:
Brand, Video, Web & Package Designer
TIMELINE:
Sep 2019 - Oct 2020
TOOLS USED:
Adobe XD, Wix, Adobe Creative Suite
Defining the Foundation
The challenge was to establish a recognisable identity for a new company without the existing brand equity or visual language of an established business. The system needed to communicate structure, trust, and international ambition while remaining flexible enough for different applications.
The website had to translate this positioning into a clear digital experience, giving the company a professional presence while allowing its business offering to evolve.
The coffee distribution initiative introduced another layer. Packaging needed to carry the brand into a physical product environment while giving individual client collaborations enough distinction to stand on their own.
As opportunities developed, the brand also became a starting point for exploring new digital ideas, from an e-commerce marketplace for local producers to a mobile ordering concept for coffee. These explorations extended the design beyond the original business model.
