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In 2015, Steves&Co. was commissioned to rebrand one of Malta’s most cherished institutions – Caffe Cordina.
As the country’s oldest cafeteria, located in the heart of Valletta’s UNESCO-listed capital, Caffe Cordina holds a special place in Malta’s cultural identity. Yet despite its prestige, the brand lacked a cohesive visual language, a clear structure, and a unifying symbol to anchor its legacy.
Our brief was to create a timeless, consistent identity that celebrated the brand’s heritage while positioning it for a new generation of guests and global recognition.
We began by delving into the brand’s history – studying archives, family records, and the evolution of Caffe Cordina’s visual and verbal identity through time. What emerged was a story of craftsmanship, resilience, and tradition. Our task was not to reinvent this heritage, but to refine it with intent.
At the heart of the brand stood the three tulips, an emblem drawn from the Cordina family crest. We saw in this mark both a powerful legacy and an opportunity. With precision and respect, we reinterpreted the tulips into a modern crest, framing them within a system of balanced geometry and elegance. The result was a logo that honours its origins while standing confidently in today’s world – a bridge between past and present.
The refreshed identity extended across every consumer touchpoint: menus, uniforms, and packaging, through to digital interfaces and in-store experiences. We designed a comprehensive product and packaging architecture spanning over 85 items, unifying the visual language across confectionery, retail, and café offerings.
Every element was guided by the same principle, elevating heritage through contemporary craft. The new system gave the brand a consistent voice and presence, while amplifying its story of Maltese excellence and artisanal tradition.
The rebrand launched in 2018, marking a new chapter for one of Malta’s most historic names. The results were immediate and tangible: a 21% uplift in sales across retail, and triple-digit growth in several product lines following the packaging redesign.
Beyond commercial success, the transformation rekindled public affection for the brand, positioning Caffe Cordina not only as a café, but as a symbol of Maltese culture reimagined for today.
Following the success of the rebrand, Steves&Co. continued to shape the brand’s evolution, from the redesign of its Valletta piazza and airport retail outlets, to the creation of new shop-in-shop experiences and a fully redesigned website.
Caffe Cordina’s story is now told consistently across every touchpoint, a timeless identity built on history, craftsmanship, and the enduring beauty of Maltese heritage.
A/V Production, Logo Design, Visual Identity, Illustration, Brand Activation, Brand Experience, Packaging Design, Project Management, Tone of Voice, Messaging Frameworks, UX/UI Design, Web Design, Front-end Development, Back-end Development, E-commerce Systems, Creative Direction, Graphic Design, Spatial & Interior Design, Brand Guidelines, Design Systems, Brand Experience