Small Projects for Big Companies

  • Although it sometimes seems so, Italian culture was not invented in coffeehouses. But it's been kept alive there.

Small Projects for Big Companies

Torrefazione Tabloid

We've worked on advertising, naming, retail merchandising, packaging, and special projects for Starbucks–directly and through other agencies–since 1978. This is one of our favorites. We were part of a team that was hired to develop a concept for creating the ultimate Italian-style coffee house. Our original assignment was to make the final presentation in PowerPoint. But we decided that a much better way to sell the idea was to present it as a tabloid newspaper, just like the ones that Italians love to peruse as they sip espresso in their favorite neighborhood coffee houses.