Don't you think modernity has gotten a little out of hand? Today, you need an app to enter a parking garage, you negotiate with a chatbot to make a doctor's appointment, and what used to be a simple pastry now has to be called a "pain au chocolat." The same thing is happening with coffee: it seems that to enjoy a good cup you need a master's degree in barista skills and a precision scale.

Caffè di Spezia was born to put all that to rest.

Because excellence doesn't have to be complicated.

The project stemmed from a strategic evolution: the transformation of Vallèsmercat, an e-commerce platform launched during lockdown to promote local gastronomy, into a specialized coffee business. The challenge was not only to compete in a saturated market, but to do so by building an identity with a genuine and authentic value proposition.

We couldn't simply be "just another coffee brand".

The strategy: good things taste better if they're easy.

Analyzing the sector, we identified a key finding: the market has become polarized. On one hand, there's mass-produced supermarket coffee (convenient, but soulless). On the other, there's specialty coffee (excellent, but overly hyped). We saw a gap in the middle: high quality for people who don't want complications.

The naming: This is how Caffè di Spezia was born, a tribute to the Mediterranean lifestyle and the Italian port region where the coffee tradition blends with the practicality that, decades ago, revolutionized daily consumption.

Verbal identity (the rebel): To break through the noise of the sector, we adopted a voice with a touch of irreverence. Under the tagline "No-nonsense coffee," we launched a direct narrative: we do the hard work so you only have to press a button.

Visual identity (the wise one): The perfect contrast. While the voice is rebellious, the design is pure order. A logo of clean, technical architecture that conveys authority, discernment, and quality without needing anything more. From the packaging to the branding materials, everything is a statement of intent: less talk and more pleasure.