Caffè Gusta

PROBLEM
While café-style espresso is globally loved, expensive coffee shop visits and costly espresso machines keep everyday consumers from brewing high-quality coffee at home. Existing market options either feel overly mass-market or out of reach, leaving a gap for an approachable yet elevated Italian espresso brand.

STRATEGY
I developed Caffè Gusta, an authentic Abruzzese espresso brand that bridges traditional medieval Italian heritage with a modern, high-end retail identity. Key design elements included:

• Regional Visual Storytelling: Created custom geometric identity systems for three Abruzzese regions—coastal blue ripples for Pescara, grounding earth-toned octagons for Teramo, and vibrant green mountain peaks for Sulmona.

• Heritage Logomark Design: Paired a bold serif wordmark with il camoscio (the Abruzzese mountain goat) atop a cliff face, symbolizing strength and an energetic start to the day.

• Elevated Packaging Architecture: Integrated the official Abruzzo crest and botanical coffee plant illustrations on the back-of-pack, establishing a refined, heritage-driven look that stands out on grocery shelves.

RESULT
Delivered an end-to-end brand architecture and refined packaging lineup that positions premium Italian espresso as an accessible, everyday ritual for international markets.