JUST: Coffee with Purpose

Overview

In the heart of Barcelona, JUST redefines the coffee experience through ethics, transparency and design.A brand born to prove that doing good and tasting good can, and should, coexist.

Challenge

The coffee industry is rooted in contradictions: premium flavors often come at the expense of the people who grow them. JUST set out to change that by building a brand that not only serves great coffee but also fights child labor and empowers farming communities across the supply chain.

Strategy

We created a brand system where purpose meets pleasure.
Every element, from naming to messaging, was designed to make ethics feel modern, not moralistic. A visual and verbal identity that’s confident, unfiltered and relentlessly fair.
Straightforward language. Honest tone. Minimal aesthetic. A new code for conscious consumption.

Identity

The result is ethically brutal coffee: clean, bold and uncompromising. A brand voice that speaks with conviction. Passionate, transparent and human. Typography and color were kept raw and minimal to let the message lead. Because when the mission is this clear, design shouldn’t get in the way.

Outcome

Born in Barcelona, JUST is a Fairtrade-certified café focused on doing things right: from ethical sourcing to fair pay. It brings everyone in the coffee chain closer, so enjoying great coffee also means supporting the people who make it possible.