Expresso’s identity marque needed to be instantly recognizable to communicate efficiently in an environment where competition is high and consumer attention span is short. The initial concept development gathered references from areas as varied as text messaging, fashion and traditional railway travel. The final wordmarque cleverly utilises a simple visual pun which transforms the counter of the ‘o’ into the perfect cup of espresso. Immediate, trendy and flexible, with a colour palette referencing dark espresso beans and creamy froth. The identity in its extension utilises bold on-trend patterns applied across print and packaging collateral to create stand-out and increase brand recognition.