This local coffee shop group's last brand update was in 2010. Owners Francesco and Lorenzo Bucci felt it was time to refreshes Pappalecco’s aesthetic and messaging.

The previous brand identity focused mainly around the home-made food offered in their shops. To modernize the brand, we decided to focus on the experience as a whole - the food, the space and the feeling. The approach shifted to a more modern and minimalistic feel while continuing to offer a true Italian exprience. Working in collaboration with Italian interior designer Francesca Lodovici, we created cohesive environmental pieces that complemented the new store's look. Pappalecco's logo was also completely rehauled to a very simple and legible mark featuring a single drop to signify the freshness of their products. The rebrand has renewed the enthusiasm of their existing customers as well as drawing in new loyalists.