Creative direction of the brand concept for a coffee startup.

The client was looking to differentiate in the San Francisco market overflown by high end, highly priced, gourmet coffee brands.

Since the coffee was Italian, we wanted to highlight the elements of universal appeal of Italian coffee culture in a casual, modern way. We focused on casual chic, playfulness and humor to highlight the bold flavors at accessible price. Xpressivo was positioned as an anti-hipster coffee brand - loved by your dad but cool enough for your millenial brother.

The scope included moodboards to explore various visual directions for the brand , logo design, style guide, product photography and packaging design.