E. Pellicci is one of London's most iconic cafés, family-owned and operated since 1900. The goal of the rebrand wasn't to reinvent the institution, but to refine and unify its visual identity, creating a brand that feels as distinctive and memorable as the café itself (& the family that runs it)
Inspired by the café's heritage-listed interiors, original architectural details and recognisable green check tablecloths, the identity combines custom typography, bold colour, playful pattern and illustrated graphic elements drawn directly from the building itself. The resulting brand system extends seamlessly across hospitality, retail and digital touchpoints, creating a visual identity that feels unmistakably Pellicci while celebrating over a century of East London café culture.
