Black and white logo for Caffetto coffee shop featuring a stylized coffee cup icon and the word 'Caffetto' in bold letters.

CLIENT: Cafetto
INDUSTRY: Coffee Machine Cleaning Chemicals
PROJECT: Animated Logo Origination
CHANNELS: Motion Design, video, social media assets

The Cafetto logo is inspired by the internal workings of a coffee machine—a thoughtful piece of symbolism that isn't immediately obvious to most audiences.

To help communicate the meaning behind the identity, I created an animated explainer that brought the logo to life through illustration and motion design. The project transformed a complex technical concept into an engaging visual story, making the brand's thinking accessible to both coffee professionals and everyday customers.

Animating the Story Behind the
Cafetto Brand

Strong brands often contain layers of meaning that aren't immediately visible.

The challenge was to communicate the engineering inspiration behind the Cafetto logo in a way that was engaging, easy to understand and visually memorable.

Rather than relying on technical explanations, the animation needed to simplify the story while remaining true to the brand.

A hand-drawn instructional comic strip demonstrating how to animate a portal filter logo. The first panel shows a page with the title 'calfetto' and notes about transitions. The second panel depicts a simple drawing of a pot with a long handle, with an orange arrow indicating it swings from right to left. The third panel shows a circle with an arrow pointing into a pot, indicating the filter is being added in a group. The fourth panel depicts the circle fading into a calfetto logo as it is drawn on the screen.
Sketch of a machine with labeled parts including cold water inlet, steam outlet, and hot water outlet, illustrating its function and design.
A technical diagram or blueprint with labels indicating components such as 'CARETTO LOGO ORIGINATION,' 'GROUP HEAD,' 'STEAM OUTLET,' 'HOT WATER OUTLET,' 'BOILER,' and 'COLD WATER INLET.' The diagram includes circles, lines, and annotations, suggesting it is related to a mechanical or plumbing system.

The completed animation provided Cafetto with a clear and engaging way to communicate the story behind its logo.

By combining illustration with motion design, the project transformed an abstract symbol into a memorable brand narrative that could be used across presentations, marketing and brand education.

  • Graphic Design

  • Illustration

  • Motion Design

  • Storyboarding

  • Animation

  • Visual Storytelling

  • Brand Communication