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Espressolutions
La Marzocco Austria, straight into Vienna
In January 2020, Espressolutions was one of the sponsors of the biggest coffee festival in Austria, Vienna Coffee Festival. Its event campaign was titled Straight into Vienna. The company participated with two large stands and organized special events within the festival, so it was the perfect opportunity to showcase its newly redesigned brand in front of coffee lovers and professionals from all over Europe.
We created digital content to announce and promote the event and many printed materials for the on-site participation: posters, banners, coasters, flyers, vouchers, t-shirts and others.
(VCF event photography by Andreea Mercurean)
The new logo was designed with versatility in mind. It had to work on a variety of mediums: digitally, on paper, on packaging, even on the side of cars.
Espressolutions is an Austrian retail company that offers professional solutions for the coffee industry. When our collaboration began in 2019, it was the official distributor for several major brands of professional coffee equipment and La Marzocco partner. In 2020, Espressolutions became La Marzocco Austria, an official branch of the iconic Italian company.
Date:
October 2019 — March 2020
Roles:
Creative Direction, Graphic Design, Digital Design, Print Design, Marketing Design
Agency:
DigiTales
The challenge
Espressolutions reached out for help with a brand redesign, but they had a rather complicated essential requirement: the new visual identity had to be strong and independent, while still remaining close to the La Marzocco brand it was so tied to.
The solution
I explored the La Marzocco brand visuals and then tried to find Espressolutions' own voice, keeping the famous LM Strada espresso machine as a central part of the new logo. LM's existing rich color palette was kept for secondary colors, and a new font family was found for Espressolutions. I focused on the meeting point between digital modernity and traditional tangibility.
The event
The visual identity
Plus, the logo had to also come in a few different formats. A second tagline, highlighting the company's belonging to the La Marzocco family, is used separately from the one created especially for ES — Your partner in coffee.
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