Bold began by investigating the visual cues of the great coffee houses and bars around Italy, the home of espresso. Bold‘s solution was directly inspired by what we found: the homemade lettering of the signage, the patterns from tiled kitchen floors, the ostentatious gold leaf decorations and even the attention to detail of the paper napkins and small gelato cups and spoons. Bold were also inspired by the founding fathers of the industry – brands such as La Pavoni and Gaggia. As Sempre was formerly called Sosta, Bold even helped give them a new Italian name. The result is an identity that helps transform the customer from inner-city Stockholm to a small backstreet somewhere in Italy – albeit for 15 minutes.