Café Nello is an Italian espresso bar with plans of opening in Vancouver. The client immigrated from Napoli, Italy, the birthplace of espresso and plans on brining that knowledge and culture into Café Nello. Our goal is to attract a millennial demographic, so with that in mind we have to balance the old with the new. We wanted a clean minimalistic feel and a clear message. The business requested a logo, 2 magazine advertisements, a Facebook page cover photo, and a mail piece advertisement. Starting with the logo design, the thought process was to come up with something that was bold, clean and symbolized the authenticity of the shop . Every Italian has been served coffee on a classic stove top espresso maker, for me it was at my grandparents house every Sunday. I chose to play into that and use it as the main icon for the logo. Using the circle to frame it worked best as it shares the same shape as the cup and plates upon which the coffee is served.
In Nello’s words “We will give you the Italian treatment without leaving the country.” Immediately the concept of travelling and seeking new cultures came to mind, embodying that on which millennials are very fond. With a catchy headline and a corresponding clever effective image, the message is concise and entices the "notorious" coffee fix. I chose to use the iconic Italian boot in the coffee because I felt it was a symbol most people are aware of, and associate with Italy.
For the 4x6 advertisement, potential customers would be receiving this in the mail. That being said we wanted to incentivize people with their mail piece by using it as a raffle ticket to win a potential trip to Italy. This ties in all of the advertisements up until this point playing on the travel aspect, finishing by saying "We promise, after a few espressos the trip to Italy won't be as necessary"
Programs used: Adobe Illustrator, Adobe Photoshop, Adobe InDesign