Trucillo, Packaging
Telling Italian and foreign consumers about truly Italian-style coffee.

A gesture to say coffee

The coffee culture is more deeply rooted in Italy than in any other country, so much so that it is not just the product and its ritual that is exported, but also the vocabulary used to describe it. Espresso, cappuccino and macchiato are just some of the Italian terms that have become everyday language in coffee houses all over the world. Another language that characterises Italians is undoubtedly that of their hands, and it is precisely our gestures that were key in helping Trucillo to tell its story.

Passion, generosity and authenticity merge together into the hands language: a insight deepened also by a great figure of the Italian Design, Bruno Munari.

Working with CBA we found the key to express who we are, using our way of communicate through gestures. (Fausta Colosimo, Managing Director)

Trucillo is one of the Italian family-owned SMEs that was facing the transition from B2B to B2C, and to do this they had to find their own uniqueness and a visual expression to convey this. The Italian gesture has become the key feature of the coffee packaging, appealing to the imagination at home and telling an Italian story abroad. The tagline 'True italiano' takes the root of the Trucillo surname and, by mixing English and Italian, communicates the essence of the Italian brand.

The ground coffee line developed in 4 references.

The website helps Trucillo in its affirmation and diffusion, making the product available and creating a platform for the story of the brand. The modular layout is simple and extendable, allowing the brand to develop its digital platform in parallel with its growth.

Caffè Trucillo is a historic producer from Salerno with a major distribution and a growing export share. The family company has 60 years of history and since 1998 has been promoting, with the Trucillo Academy, courses for bar, catering and hospitality professionals.


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