From a Café into a Brand Name
Established in 1996, Amaretti started off as Amaretti Café, a coffee shop in the suburbs of Beirut that gradually expanded its culinary services and offerings to include a full service restaurant, take-home treats and catering business.
Amaretti Café approached -scope Ateliers to update their brand image.
-scope Ateliers suggested and developed a brand architecture and subsequent brand visual identity that clearly and accurately communicated what the once small coffee shop actually did. Amaretti became the overarching master-brand with three sub-brands: pâtisserie, gourmet and catering. The logo was redesigned and house style patterns designed for application on a full range of packages and communication material now unmistakably Amaretti.