"We began rebuilding the brand starting with a revision of the name from Paul Bassett Espresso to ‘Bassett Espresso’. The use of the classic typeface, allows the logo to be commanding with a nod to tradition.
The custom pattern, derived from a European tessellated tile pattern seamlessly aligns art and geometry, symbolizing Paul’s approach to coffee as both creative and technical. The final packaging solution demonstrates an aesthetic that is purposely restrained yet bold through its beautifully considered typography, graphic detail and flawless production."
Bassett is a former World Barista Champion and European television producer and host. He has created coffee documentaries and serves as a certified judge and board member of the technical standards committee for the World Barista championship, an annual world coffee competition in England.
Squad Ink brought some enviable personality to this project. The two-tone black and white geometric columns form a houndstooth-like pattern that is inviting, sophisticated and stylish.
Agency: Squad Ink
Creative Director: Matthew Squadrito, Terry Squadrito
Photography: Janyon Photography