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Work / Stone Art Direction & Branding

Branding the Real Heavyweight Champion

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When we first received the brief to brand this premium domestic espresso machine, we were told that weighing more than 20kgs it would be rock solid on the kitchen counter, allowing for all operations necessary to prepare the best coffee in your home.

That boldness was the first inspiration for the custom logotype, and the evocative name was a powerful driver to define a whole identity system that spreads from product names (e.g. Slabs, the interchangeable side panels) to the sand-like finish of the paper that connects all of the printed materials.

Custom Typography: © Alessio D'Ellena, Photos: © Marco Dapino

With the goal to present the machine at HOST 2021 – the exhibition dedicated to the Ho.re.ca sector – but with a global pandemic slowing production, styled 3D renderings were the only asset available to convey the industrial, yet premium feel of the machine.

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