Trucillo, Cafè stories

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The Salerno coffee roaster renews its identity in order to grow in markets and professional channels.

Trucillo tells its story

A brand that has always paid particular attention to the design of its identity is now changing register and adapting a rich and generous language to express its own uniqueness in a more absorbing manner. This evolution is taking place in response to the need for knowledge and sharing, requirements that are common to clients and consumers and that are changing the rules of the game.

Cafè stories

To support its expansion into international markets, Trucillo is presenting itself as an Ambassador for genuine “Italianness”, made up of emotions and relationships born on the tables set up on the pavements and squares between the people living in the district. Coffee becomes a material representation of memory, a collection of watercolours tinged with coffee evokes the very Italian way of café life.

Work Trucillo 03.Mood 1
Work Trucillo 04.Before and after Logo 1

The story also focuses on the logo: while preserving the visual impact and the recognizability of the brand, the new logo has some optical improvements that make it more readable and harmonious. The red line at the base becomes a warmer stroke, expressing an instinctive and creative gesture that reflects an authentic way of acting.
The tag-line True Italiano emphasizes this authenticity, leveraging the root “tru” which is part of the very name of the brand, staking its ownership.

For three generations, Trucillo has been communicating with professionals, understanding their needs and helping them to achieve excellence. The expertise of the Academy has led to the emergence of the identity for the professional product, where Trucillo offers the tools to create the perfect espresso. The technical information is no longer a detail, but has become the very identity of the product, orienting the bartenders and providing them with practical assistance in their work.

Work Trucillo 10.Pack dettaglio 1
Work Trucillo 07.Before and After Pack
Work Trucillo 08.Lineup professionale 1

This has led to the creation of a language consisting of many elements that allow the brand to express itself in a flexible yet coherent manner on various points of contact, from merchandising to the products, the catalogue and events, right up to products for the supermarket. These very instruments help distributors to organise local promotional initiatives in full harmony.

And when it is present in trade fairs, Trucillo shows its more serious and authoritative side, organising its presentation around the concept of the Academy, thus finding a pretext to bring together, connect and create new relationships.

Caffè Trucillo is a historical Salerno-based producer with significant local distribution and a growing proportion of export sales. The family-run company has almost 70 years of history and since 1998 has been promoting courses for bar, restaurant and hospitality professionals through its Trucillo Academy.

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