Suite 437 is a premium subscription coffee company for the ambitious. The brand concept originated in the intense and direct confidence of Italian fashion brands, and their signature theme: sprezzatura.
A term that's recently become popular in the fashion world, sprezzatura is the art of making effort seem effortless.
Products were named after characters from Baldassare’s sixteenth-century Book of the Courtier, where the concept of sprezzatura originated. The book lists key personalities who influenced and impacted the early Italian Renaissance period. Select courtiers were given a coffee that matched their personality.
Supporting copy further linked key moods, the product name, and outcomes for an ambitious customer, such as focusing, negotiating, cultivating confidence.
Channelling the heart of Italian fashion, Studio Otherness developed a modern interpretation of Milanese Art Deco with black-on-black detailing and gold accents to frame the coffee's personalities.
Services: Brand positioning, brand identity, art direction, packaging, product naming, tone of voice
Photography: Ingmar Swalue
"The team at Studio Otherness and I worked closely over to launch a meticulously detailed coffee subscription brand, Suite 437.
Throughout the process, the team at Studio Otherness exhibited patience and the willingness to see this project through to completion.
The end result was a beautifully constructed e-commerce coffee business that linked unique parts of Italian heritage and contemporary branding.
— Calvin Smith, Founder, Suite 437