Visual Identity & Social Media 2026—present

Full brand project for Va Bien, a specialty coffee brand based in Milano. Covered end-to-end: visual identity system, social media strategy, and content direction — from the custom logotype to the editorial plan for Instagram and TikTok.

What it does:
The identity communicates three brand values — knowledgeable, friendly, experimental — through a custom display wordmark, a four-color palette, and a set of proprietary icons (dripper, smiley, water drop, VB monogram). Applied across packaging, print, merch, and digital: paper cups, cold brew labels, coffee bags, tote bags, business cards, sticker tape, and a full social media system with templates for posts, stories, and reels.

How it works:
Typography is the main graphic tool — the wordmark is used as a compositional element, rotated, mirrored, and scaled to fill formats rather than floating on them. The social media strategy defined five content pillars (launch content, video/photo, graphic posts, mood, merch), tone of voice per format — informative for process content, short and sharp for mood visuals — and a feed grid designed around the brand palette.

The hard part:
Making a specialty coffee brand feel genuinely approachable without losing the precision that the category demands. The custom letterforms had to read as craft and personality simultaneously — too geometric and it becomes cold, too casual and it loses credibility. The primary color is mint #C0FFEE — not a coincidence.

Tech stack:
Figma, custom typeface lettering, mockup photography direction