But first, Portoro: IYA Studio craft an authentically Italian identity for the espresso roaster

Born from a multi-generational love of great coffee, Portoro is resurrecting the authentic Italian espresso and introducing its rich, tantalising flavours to the world. Their pledge is pure and uncomplicated – to craft and present the quintessential Italian espresso, brewed with passion. To communicate this commitment clearly and establish a compelling brand identity, they reached out to the team at the London-based IYA Studio. The task – via the creation of the naming, strategy, and visual identity – was to encapsulate the rich, authentic essence of Italy within the brand, but without feeling too ‘classical’ or falling back on clichés. The resulting identity and packaging are a harmonious celebration of Italian espresso culture, a nod to the traditions and values it represents, and a visual representation of the unity and togetherness that Portoro stands for. The brand name, Portoro, originates from a type of luxurious Italian marble. Therefore, when designing the wordmark, “it felt appropriate to lean into a logo that references the engraving style found in the Italian Renaissance era,” Designer Jake Bailey explains. An intricate design that combines multiple letters into a single, unified form and set in Altiplano’s Millionaire, the sophisticated serif wordmark not only communicates a distinctly ‘Italian’ aesthetic but its interlocked letters nod to coffee’s ability to foster ‘connection.’ “In the initial phases of the project, while crafting our strategy,” Bailey notes, “we discussed the unifying power that coffee holds within Italian culture.” The interweaving letters of their design serve as a visual metaphor for this communal act, symbolising the connections formed over a shared cup.