D’Amico Coffee is about as Brooklyn as it gets. Founded in Carroll Gardens in 1948, the local coffee roaster has long been a staple of the community and a second home to many nearby residents.
As part of Cooper Union’s Branding for Food and More workshop, I refreshed the D’Amico brand. It was a unique opportunity to add modern appeal while still honoring the rich history of the D’Amico family and their traditions.
Client:
D’Amico Coffee Roasters
Year:
2020
Scope of Work:
Brand Identity
Brand Elements
When designing for a brand that’s been around for decades, there’s no better place to start looking for inspiration than its archives. The primary wordmark is a re-drawing of the original logo as it looked 70 years ago. Photos of the D’Amico family celebrate the longevity of their independent ownership and the fact that they’ve been roasting their own beans since day one.
Typography
For such extensive breakfast and lunch menus, clarity is essential. Graphic elements such as dividers and dotted lines provide clear organization where whitespace is in short supply. The distinct characteristics of each typeface create a visual hierarchy for easy reading. Taken as a whole, the menus are meant to evoke something you’d find in your favorite neighborhood diner: a refined version of familiar comfort.
Coffee Bag
Central to the D’Amico brand is the hand-stamped logo on every coffee bag that leaves the store. The single color and simple layout of the new design ensures that tradition won’t have to be forfeited. I emphasized the coffee blend names since most are named after Brooklyn neighborhoods. I wanted to drive home that when you buy D’Amico beans, you feel like a true local.
