Case Study: Campagna Coffee

When you step into Campagna Café & Alimentari, it feels less like a coffee stop and more like someone’s favorite hometown haunt. Tucked into a charming historic building (that also houses the local post office), Campagna is rooted in Italian-American traditions, family recipes, and the craft of truly good coffee.

When their founder reached out to us at Fred&Co., they were in the middle of renovating their space adding more seating, coffee machinery, and expanding into food service. What they needed was a brand identity that could grow alongside them: one that felt timeless, artisanal, and a little sun-soaked with nostalgia.

This is the story of how we brought that brand to life - step by step, from the very first moodboard to the final packaging design.

Snippets of the final brand book delivered to our client

Step 1: Finding Inspiration (Moodboards & Direction)

Every project begins with inspiration. For Campagna, we wanted to capture two worlds:

• Italian countryside summers : warm, rustic, and rich with tradition.

• Jersey shore nostalgia: sun, community, and memories of family gatherings.

We pulled together a series of moodboards that explored color palettes, typography, textures, and photographic styles. These boards allowed us to see different directions and start imagining what their brand could feel like in the real world.

Moodboard imagery swipe

Step 2: Choosing a Direction:

After reviewing the moodboards together, one clear path emerged: a design language rooted in artisanal craft and heritage, but refreshed for a modern coffee-loving audience.

The chosen direction leaned into hand-drawn elements, timeless typography, and a color palette that balanced earthy warmth with clean simplicity. It felt personal, like something you’d discover in a family-owned Italian alimentari and instantly trust.

Scrapped packaging direction

Step 3: Building Out the Brand System


Once the direction was chosen, we began expanding it into a full design system:

• Logo Design: A mark that feels classic and crafted, versatile enough for signage, menus, and packaging.

• Typography & Colors: A mix of heritage-inspired type with modern readability, paired with a warm, grounded palette.

• Textures & Patterns: Subtle design details that nod to Campagna’s dual influences, both Italian countryside and coastal Americana.

At this stage, everything started to feel cohesive, like a brand that could live across print, digital, and physical spaces.

Step 4: Packaging Design

Finally, we brought the brand to life through packaging designed to feel gift-worthy and display-ready. For Campagna’s first run, we needed a modular solution: graphics printed directly on the bags, with interchangeable sticker sections for details like blends, ingredients, and colors. This approach let the team scale production and make updates affordably without reprint the entire bag.

The packaging design emphasizes craftsmanship with tactile details and clean layouts. Each bag reflects not just the coffee inside but the story of Campagna, family, tradition, and a modern love for good coffee.

Words from Campagna Coffee

“Working with Fred&Co. was terrific. We're a VERY small company and the thought of settling on a logo and building a brand were incredibly overwhelming. Fortunately, Molly's guidance, patience, and willingness to walk us through even the smallest decisions made the process painless.” View the full project here, on our portfolio page. 

Illustration suite featuring Molly, their beloved golden retriever.

Why This Process Matters

Branding isn’t just about a logo, it’s about creating a design system that reflects who you are and grows with your business. For Campagna, the month-long process gave them more than just packaging. It gave them:

• A brand language that feels authentic.

• Consistency across their café, packaging, and customer touchpoints.

• A foundation that will carry them forward as they expand their offerings.


Thinking About Your Own Brand?

At Fred&Co., we help businesses at every stage, whether you’re building a brand from scratch, reimagining a beloved identity, or designing collateral after a rebrand.If you’re ready, click here to work with us, for branding that feels true to your story (and makes your business stand out), we’d love to talk. 

Warmly,

Molly
Founder, Fred & Co.