Silvio's Shoreditch, London

Client Silvio Ciccone
Services Branding
Project Type Food & Beverage
Region East London
Brand Silvio's

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!

FIG created a strong brand for us from interiors through to branding giving us a fresh new look and feel.