Our humble coffee shop sells a lot of bags of coffee: bags for the shelf in our cafe, bags for online orders, and bags for wholesale orders. In the past, every single one of them was handwritten by Aldo. So it shouldn't have come as a surprise when he said, "Enough." The challenge was finding a solution that was cost-effective and flexible. Oh, and while we were at it, Aldo wanted to update the look and logo.
After looking at lots of options, Aldo chose the new look featuring a logo designed by Jason Borzouyeh, a super-talented designer at Young & Rubicam in New York City. The labels, we feel, are clean and fresh, but still capture the essence of the man with the amazing shock of hair.
And while a few of our customers clearly miss the handwritten bags, the response has been overwhelmingly positive. Of course, the happiest person is Aldo himself, who now has more time to focus on making great coffee, biscotti, scones...and who knows what may be next.