Putting Meaning into an Identity.
Dalla Corte is an Italian professional espresso machine manufacturer, whose founders have been responsible for many of the most crucial innovations in the sector for the last 70 years. Paolo Dalla Corte and his father Bruno set up their own company in 2001, and have continued to push the boundaries of excellence in the sector while also redefining the standard for ethical production processes.
Prior to the launch of a new product, Mina, Dalla Corte invited Eight Inc. to assess the current state of the brand, and reimagine how to best position it to maximize the potential of the new machine, and the organization itself.
Trade Show Experience
Our work rebranding Dalla Corte culminated in the design of an exhibition stand for Host; the bi-annual trade show focussed on the hospitality industries.
In direct analogy to the dualistic nature of the new brand, which contrasts notions of technological excellence with youthful enthusiasm and passion for coffee, the Host stand is split lengthways into two zones on either side of a 4m high and 15m long central ‘billboard’.
Dalla Corte’s professional range of espresso machines is showcased on one side of the ‘billboard’ whilst the other side is dedicated to the launch of a new machines concept — Dalla Corte Mina — a family of semi-professional machines.
Corresponding large-scale graphics are displayed on the billboard’s surface, which has been split into vertical fins, set at a 60-degree angle to the main direction of the stand, allowing visitors to traverse freely from one side to the other while maintaining a clear distinction between the two. Despite their precise positioning the fins create a playful environment: walking along the length of the stand perspectives and views both of machines and graphics continuously change.
To demonstrate and bring to life Dalla Corte’s new brand principles American illustrator Timothy Goodman created a live, interactive mural using his signature handwriting, scribing contributions collected from the Host audience and Dalla Corte’s twitter feed, memorializing their coffee moments.