Caffe Assist is a new specialist invention that has set out to revolutionise the art, science, and commerce of coffee making. 

 

The icon neatly visualises what the machine can do. You can see both a helping hand, which represents the word ‘Assist’, and a steaming cup of coffee, representing ‘Caffe’. Because of the clarity of the icon, it can act as a highly recognisable stand-alone visual.

 

The wordmark is based on a sharp and modern typeface, which, when combined with the rounded/softer style icon, allowed us to communicate that the Caffe Assist is a sophisticated piece of machinery which is also easy to use. Making all the letters lower case also gives the brand a more approachable, understanding tone. 

​

Overall, the simple, contemporary form of the brandmark projects the professional, progressive and approachable nature of the brand.