AMO
Our ambition was to create a brand that felt instantly iconic while authentically representing the worlds of its founders — professional wrestlers Colby Lopez and Rebecca Quin — and their shared passion for exceptional coffee.
The brand name Amo comes from the concept of love, inspired by Colby and Rebecca’s love for each other, their family, their fans, and great coffee. This idea became the foundation of the entire brand system. We wanted the design to express that warmth and affection while retaining the boldness and attitude associated with wrestling culture.
This duality guided many of the visual decisions: soft heart forms paired with sharp typography, vibrant colors grounded by black, and a packaging experience that unfolds with theatrical drama.
The design draws inspiration from the spectacle of professional wrestling — ring structures, ropes, entrances, and the vibrant costumes worn by wrestlers — combined with the clean sensibilities of contemporary specialty coffee branding.
Ultimately, the goal was to create a brand that felt energetic, memorable, and collectible, inviting both coffee enthusiasts and wrestling fans into the world of Amo.
The logomark itself forms a gold four-leaf clover, composed of four hearts. Rebecca hails from Ireland, where the clover is a symbol of rarity and love. For these two champion wrestlers, love is the greatest gold. As a playful nod to the founders, the logo even hides a subtle equation: C + LOVE + R = CLOVER = AMO.
While the product is entirely recyclable, our main hope was to create an iconic package that find’s life after the coffee has been brewed, keeping it in your home to bring a pop of color.
Use the box for your keepsakes, kid’s favorite Lego Minifigures, or even cut up the panels into vibrant coasters for your coffee table.
The “ropes” can become friendship bracelets, hair-ties or an elevated rubber band. However it lives on, we know the Amo box is sure to inspire.
