Specialty

The client's brief was to develop a brand identity for a new coffee shop chain, with its first location in Milan. To understand the city's context, we conducted interviews with local residents to learn more about its character. The key takeaway was Milan's industrial nature, business-oriented mindset, and fast-paced lifestyle. This insight led us to a core realization – people in Milan need a place to take a break. Combined with the founders' initial vision of creating a visually aesthetic space with a high-quality customer experience, we understood that Specialty could take on the role of a retreat, offering a safe room for anyone who needs it. The client's brief was to develop a brand identity for a new coffee shop chain, with its first location in Milan. To understand the city's context, we conducted interviews with local residents to learn more about its character. The key takeaway was Milan's industrial nature, business-oriented mindset, and fast-paced lifestyle. This insight led us to a core realization – people in Milan need a place to take a break. Combined with the founders' initial vision of creating a visually aesthetic space with a high-quality customer experience, we understood that Specialty could take on the role of a retreat, offering a safe room for anyone who needs it.

Based on this positioning idea, we developed the concept of an “anti-stress identity.” When trying to escape intrusive thoughts, the human brain often engages in motor and sensory activities. People tend to occupy their hands—drawing, twirling a pen, molding clay, knitting, etc. Rhythmic movements help to soothe, reduce stress, and promote relaxation. They also divert the brain from anxious thoughts, fostering focus on the present moment. One of the most common habits in this context is doodling. That's why we came up with a creative mechanism: transforming stress into brand identity elements through customer doodles left on coasters and napkins. Visitors themselves become the designers of our brand. Based on this positioning idea, we developed the concept of an “anti-stress identity.” When trying to escape intrusive thoughts, the human brain often engages in motor and sensory activities. People tend to occupy their hands—drawing, twirling a pen, molding clay, knitting, etc. Rhythmic movements help to soothe, reduce stress, and promote relaxation. They also divert the brain from anxious thoughts, fostering focus on the present moment. One of the most common habits in this context is doodling. That's why we came up with a creative mechanism: transforming stress into brand identity elements through customer doodles left on coasters and napkins. Visitors themselves become the designers of our brand.

The main character of the brand is the Italian wolf, subtly referencing the brand's roots. However, the identity also incorporates a variety of other images that reflect the individuality of Specialty's visitors. The main character of the brand is the Italian wolf, subtly referencing the brand's roots. However, the identity also incorporates a variety of other images that reflect the individuality of Specialty's visitors.