Founded in Seattle in 1986 by an Italian immigrant family, Torrefazione Italia had the kind of credibility that most other local coffee places couldn't match. They didn’t need to spend time talking the talk because they had been around the piazza several times. So they wanted their collateral materials to express that authenticity quickly and confidently. Designer Craig Marocco combined classic Italian iconography with photographs of their Deruta coffee cups. Then we crafted simple but evocative copy that was all fact and no braggadocio.