The coffee branding takes inspiration from the surfing culture and the psychedelic movement of the 60s. They both had similar values: rebellion against mainstream norms and a strong connection to nature. These values are also at the core of Morning Glory – importing coffee from partners who prioritize farmer welfare and ecological sustainability.

The typographic elements are hand-drawn and have an organic feel to them, which creates a retro warmth in compositions. The combination of the hand-drawn typography and the humor in messaging gives the brand a unique character.