Eskimo Studio’s Branding for Caffè Pagani

Eskimo Design built Caffè Pagani’s new logo around a single observation: roasting coffee is a process of circles. The beans tumble in a circle, and the two variables that matter — time and temperature — are both read off round dials.

So everything in the identity rotates, which is the sort of idea that could easily become a gimmick and instead reads as a system with a reason behind it. It gives the branding something most café identities lack: a story that comes out of the work rather than off the wall.

More: Eskimo.