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Branding for WHITE Coffee roasted in Paris
The branding strategy for WHITE Coffee emphasizes a minimalist and sharp aesthetic that reflects calm confidence and cultural influences. By utilizing a unique logo and sophisticated packaging design, the brand positions itself as a refined yet understated player in the specialty coffee market, appealing to a contemporary audience that values both craft and commerce.
Mindsparkle: Abmo DATE April 30, 2026 EDITOR Mindsparkle Mag Branding for WHITE Coffee roasted in Paris White Coffee is a Parisian specialty coffee brand founded by Etienne Ryckeboer and Jenny Martin, with boutiques across the 3rd, 4th, 9th and 10th arrondissements.Bordeaux-based branding studio Abmo worked on the White Coffee branding in two distinct phases, both governed by the same approach: raw, minimalist, sharp and precise — a brand sitting at the intersection of calm confidence, architectural minimalism and singular aesthetics, with a twist of hip-hop and street culture.
Refined singularity.The identity is anchored by a logo built on Cardinal by Production Type — a Parisian serif navigating between classical organicism and early digital dryness — empowered by the deadpan neutrality of Suisse Int'l Regular and twisted by PP Editorial New Ultra Light by Pangram Pangram for accents. Three typefaces that hold tension without resolving it into comfort.
The logo is quiet without being absent — sharp enough to cut, minimal enough to disappear into a considered space.The coffee packaging came second, designed by Abmo's Creative Director Dez Gusta and developed in collaboration with Atelier Bulk, Abmo's long-time printing partner. The bags are hotfoiled on Munken Paper — uncoated stock contrasting with a silver mirror hotfoil that catches light precisely rather than loudly.
An object that feels singular without announcing itself.The packaging functions as a major interior element rather than merely retail product.For Abmo, whose name derives from Arthur Rimbaud's conviction that one must be absolutely modern, WHITE Coffee is exactly the kind of brief the studio exists for — a brand at the intersection of culture, craft and commerce, where the work has to be genuinely of its moment to mean anything at all.
The article discusses a branding strategy for a specific coffee brand, which is significant in the specialty coffee market but not groundbreaking, and it offers insights that are relevant to brand strategy professionals focusing on aesthetics and market positioning.