BACKGROUND 

Laura Lo Faro is an entrepreneurial, self-taught Sicilian baker. She successfully ran the much loved Goswell Road Café in London and owns the Biscuit Badger, an artisan bakery business. In 2018 she realised her dream to create an authentic Italian coffee shop at 21 Sidmouth Street in the heart of Hackney, one of London’s most vibrant neighbourhoods.

STRATEGY

With a myriad of independent coffee shops in Hackney, it was vital that Laura’s should be distinctive. Fortunately, her exuberant personality proved to be the key. Hand gestures are a fundamental part of Italian conversation, with Sicilians being perhaps the most expressive. For Laura, hands are integral to everything she does, not only speaking beautifully and loudly with them, but using them to bake the sweetest delights.  Truly “Dolce Handmade”.

SOLUTION

An identity centred entirely around Laura’s hand gestures. WMH worked with Italian illustrator Gabriele Grassi, to create a series of hand-drawn monochrome images to amuse and encourage spirited discussion at this liveliest of coffee shops.