Caffè Vicini
About the Project
Caffè Vicini was conceived as a neighbourhood café rooted in connection, warmth and everyday rituals. Inspired by the Italian word vicini, meaning “neighbours”, the brand was designed to feel familiar, welcoming and quietly refined. The project was led from brand strategy through to art direction, creative direction, and full brand execution, shaping a clear positioning that balances approachability with craft.
At the heart of the strategy was a simple idea: coffee as a social anchor. Caffè Vicini needed to feel local, human and unpretentious, while quietly expressing a premium sensibility through craft, care and attention to detail. Every decision from tone of voice to visual restraint was made to reinforce approachability without sacrificing quality, allowing the brand to feel elevated yet familiar.
Brand Strategy
Creative Direction
Brand Identity
Photography
The photography were guided by a desire to capture honest, everyday moments rather than styled perfection. Imagery focuses on natural light, real interactions and tactile details, hands at work, coffee in motion, quiet moments within the space, reinforcing the brand’s sense of warmth and authenticity. The visual approach balances a premium, editorial feel with approachability, avoiding overly polished compositions in favour of imagery that feels lived-in and human. This ensures the photography supports the brand narrative, enhancing the café’s atmosphere while allowing the experience to feel genuine, inviting and relatable.
The visual identity embraces restraint and warmth, using a considered colour palette, refined typography and subtle details to create a timeless, modern feel. Every touchpoint from signage and packaging to menus and digital applications was designed to work cohesively, ensuring the brand feels consistent, human and deeply local at every interaction.
