Meridiana Caffè, Turin — the roastery that started it all.

Context

A family roastery, opened in 1962 in a Turin courtyard, that had stopped looking like itself.

Meridiana Caffè called us in for a full repositioning: visual identity, packaging and a video campaign to launch alongside their new store. We spent the first weeks at the roastery, among jute sacks and light slanting through the skylights, looking for the image that would hold everything else together.

Original packaging and signage, before the rebrand.

Objectives & Challenges

Bring sixty years of craft back to the surface, without falling into postcard nostalgia.

A mark that would read at two centimetres on a bag and hold its own on a billboard, and a video that felt as tactile as the coffee itself.

Early positioning boards, tested against the old identity.

Process & Approach

We worked in two parallel tracks — brand identity and film — meeting every week to keep them speaking the same language.

Early sketches were tested directly on packaging mockups and printed labels, not just on screen, to see how the mark held up in someone's hand. The color grading for the video came out of the same swatches used for the printed materials, so the two never drifted apart. Feedback rounds with the family who runs the roastery shaped small but important details — the weight of the typeface, the pace of the edit.

Working sessions at the roastery, testing marks on real packaging.

Visual Solution

The palette came from a cup left to cool on a marble counter.

Coffee brown, a warm macchiato white, a copper accent for the limited-edition labels. The mark is a single sign — an M that's also a sundial, the shadow marking the moment of the break. For the video we shot on 16mm film: two days between the roastery and the Langhe hills, edited around sound — the grinder, the steam, the spoon on the saucer — more than dialogue.

The final identity system, applied across packaging and signage.

Results & Feedback

A mark that reads from a distance, and a video people watch to the end without skipping.

The new store opened in March with the teaser already running on the brand's social channels and looping in the shop window. The packaging was extended across the whole line, and a second 15″ spot plus a set of stills for press followed.

The new look in the wild, on shelf and on screen.

Meridiana Caffè, relaunched.