• Graphic design
  • The making of the Di Alpino visual identity

    Overview   Process   Real life  

    The concept and the brand name

    First ideas.

    di alpino process 01

    We like the story of medieval scholar Prospero Alpini, who on his trip through Egypt discovered and described the wonderful qualities of coffee tree fruits. Some researchers believe Alpini to be the first man to introduce coffee to Europe.

    di alpino process 02

    Trying out other directions as well:
    —cup-cup, cupsula—coffee in a capsule as a mark of a really speedy process (coffee in a minute, coffee on the run);
    —caffeista—coffeeholic, coffee junkie (in Italian);
    —coffee break—time for coffee, time for socializing;
    —fuga—italian for fly-through, lightning-fast, no time wasted on coffee maker or french press.

    The customer chooses Di Alpino


    Starting the logo process with raw and green sketches.

    di alpino process 03

    Grinding and refining the cup concept.

    di alpino process 04

    Adding a splash of divinity to the blend and replacing mere “и” with holy “о.”

    di alpino process 05

    Stripping and shelling things to the core bean.

    di alpino process 06

    The grapheme is pretty decent, but needs some twist to bring it to steaming hot. Our hero-traveler comes back to the scene, conveniently originating from Renaissance Italy, and this is one place and time not at all short of inspiration.

    di alpino process 07

    Adding mosaics to the brew.

    di alpino process 08
    di alpino process 09

    The solution seems found with the last piece of the puzzle falling into place and tying together medieval Italy, church and art Renaissance, and the Age of Discovery. The image of the holy cup of coffee is now complete.

    Art director: it won’t work, it looks like a tile shop logo.

    Refocusing on beautiful italian stained glass art.

    di alpino process 10

    Pouring it into the cup.

    di alpino process 11

    Trying the design on different media.

    di alpino process 12

    Figuring out the type design.

    di alpino process 13

    Presenting to the customer and moving on to the detail refining stage.

    Visual identity

    Building a pattern in stained glass style.

    di alpino process 14

    Creating a “light” version of the design to broaden its use horizons and trying it on.

    di alpino process 15

    Making the paper cups.

    di alpino process 16

    Constructing mock-ups and checking their vitals.

    di alpino process 17
    di alpino process 18

    © 1995–2020 Art. Lebedev Studio

    Order a design...