The Situation
As part of its retail expansion, Eataly North America introduced Eataly Caffè—a brand-new café concept—at two iconic New York City locations: Rockefeller Center and Hudson Yards. This launch marked the first standalone coffee concept for Eataly in North America. Less Than 3 was invited to help bring this new identity to life through thoughtful design and visual storytelling.

The Creative Concept
We crafted a strategy that both celebrated the debut of Eataly’s private-label caffè and reinforced the brand’s evolving visual identity. Inspired by Italy’s renowned coffee bar culture, the design incorporated layered textures, clean architectural lines, and premium materials. The aesthetic was refined yet approachable, while storytelling elements highlighted Eataly’s coffee sourcing, roasting process, and deep Italian heritage.

The Result
Through strategic merchandising and cohesive storytelling, we helped position Eataly Caffè as a natural evolution of the brand—one that balances tradition with modernity and invites a new generation of coffee lovers to engage with Eataly in a fresh and memorable way.

Photos courtesy of Eataly North America