A retro feel logo based on Italian traditions
The logo was developed from the name of the owner who already had a few coffee shops over London.
The brief was to give a feel of a coffee shop that connected with the past of the brand, being the 1950’s when the brand began in London, the first cafe opening in Mayfair during the second world war.
We also connected the logo to the location in Shoreditch, with an industrial edgy feel to tie in with the interiors.
The tone of voice
We wanted the tone to be friendly and welcoming like the owner himself.We came up with some options for the typefaces so that Silvio could play around with the typeface of the main logo as well as an upper case font used for the menu boards.
We designed everything possible for the tone of voice – the door sign, the logos for the mugs, the sugar packets, the loyaly cards, the menu boards and of course the take away paper cups.
1950’s influence
We had a lot of fun referencing 1950’s typefaces for the branding and for the interiors as well so that they worked hand in hand. Silvio’s grandfather opened the first Silvio’s in the 1950’s. We just gave this logo a modern twist -we used the shadow behind the letters of the main Silvio’s logo for that 50’s look but with a contemporary font.
The Spirit of Shoreditch
In the photograph of the mugs hanging off hooks you can see the 1950’s frame we designed for the mugs, which gave a special individuality to the font.
Therefore we designed the logo so that it could be used on it’s own or in other ways such as on the mugs. It is quite unusual to hacve quite a number of applications on the logo but we thoguht it would be a fun and flexible approach.
Make people happy!
When we took the brief from the client he said that he just wanted to ‘make people happy’! So we took this literally of course and then added that into the branding as a tagline. We also included ‘Three unique blends’ as part of the branding as well which was another one of Silvio’s USP’s!
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Industrial & urban with an edge of Italy
Situated in the heart of Shoreditch, the design for this Cafe stems from the history of the owner and the heritage of the brand. The owner’s grandfather started Silvios in Mayfair during the Second World War and provided safety during the London bombings. We enlarged a photo of the grandfather and hung it as a feature in the space. We also took inspiration from the local surroundings and the industrial urban feel of Shoreditch.
Rustic & relaxed
Silvio wanted the customers to feel relaxed and at home. Materials were not highly polished, the wood tables are chunky and rustic, the stools are stainless steel, the display units were all hand made by a local joiner and the wood wall panelling was worn. Even though it was a new fit-out we gave it warmth and character as though it had been there for years.
A tiny space with everything
We designed every inch of the store, including a retail area near the main counter and a bar table top at the window for seating with high stools. Every detail was considered, from the layout of the coffee making area to the design of the cups, in order to make the most of the tiny space. The material palette was simple but the main wall was covered in mirrors, made locally.
The spirit of Shoreditch
Shoreditch is an edgy and trendy part of East London. Silvios serves the local working community during the week, when the area is fully alive and bustling. Silvio himself serves a wholesome breakfast and lunch and is known in the area to be very friendly and to serve one of the best coffee brews around! Silvio developed his own three blends of coffee that were born in this little cafe. It was a pleasure to work with Silvio to bring his unique little piece of Italy to London.
