The Art Machine

FAEMA is an Italian and Milanese brand of excellence, specialising in iconic professional coffee machines. Currently undergoing a relaunch in terms of positioning and language, the company confirms its standing as a point of reference for creative contemporary baristas. 
Being an iconic object of style, chosen by those who desire friendly technology to support the human touch and their creativity, translates into a bold and proud visual language, both contemporary and timeless, which draws on historical imagery, reinterpreted and updated to deliver new momentum.
The interpersonal vocation that enhances the bartender's talent is expressed in a new tagline, "The Art Machine". 

Milan’s cathedral,
historically part of the brand,
is redesigned and incorporated
into the brand initial.
An iconic synthesis of the new visual identity.

The brand is solid, immediate and direct.
Confident to the point of becoming an expressive visual brand language resulting from the creative and proud use
of the logotype.

The photographic language celebrates the relationship
with the public and the object, rather than the object itself.
Out of focus, depth, textural surfaces.
Everything conveys moments, not machines.

Faema is positioned in the B2C segment
with Faemina.

An ad hoc expressive language,
with a dedicated colour palette
and a distinctive photographic style.

The 3D video and photoshoot
celebrate the beauty of Faemina.
The emphasis is on the sensory sphere,
enhancing the machine’s design

and scope for customisation.

The brand language comes to life
on the eCommerce website,
which introduces and tells the story
of the two worlds of Faema:
home and professional.