RUAM

‘Passion, emotion, joy – this is what defines us. The perfect taste, an inviting aroma, a moment of pleasure enjoyed every day. Passion in one essence.’

In the first half of 2022, RUAM opened their first mobile shop in Bukovina: a custom coffee trailer located by the Bistrița river in Crucea, Suceava. A beautifully designed location, the new shop promotes an accessible espresso culture to both locals and tourists in order to develop the brand as a joyful, passionate business.

My partnership with the team at Studio Chiriluș started with designing RUAM’s mark, which matches the brand’s motto: ‘Passion in a drop of coffee’. The visual representation envelops both an exotic style, due to the display typeface in use, resembling floral motives, and the matte black background, used throughout the identity, including the logo, prints and location.

A set of graphic patterns was created based on a dark tone color palette, including the roasted coffee motif, thus forming an eccentric and elevated image, in contrast with the warm tones of the trailer’s exterior, as well as the coffee product itself.