Branded & Booked Solid: How a Coffee Truck Used Dangerous Archive to Get on the Road
Client: Maresca’s Coffee Counter
Location: Charlottesville, Virginia
Services: Brand Discovery, Logo Design, Visual Identity, Collateral Design, Website Digital Strategy
Industry: Automotive Services
Duration: September 2022-February 2023
Bringing Coastal Italy to Charlottesville
Mobile food and beverage trucks have been all the rage for well over a decade. Coffee trucks took off in the mid-2010s, and since then their dramatic increase in quantity usually doesn’t translate to an increase in quality. Rarely does a coffee truck provide an experience that feels truly distinct or memorable—let alone one that captures the essence of a unique culture.
Enter Maresca’s Coffee Counter…
When Tasia and Patrick Maresco envisioned bringing a coffee truck to Charlottesville, Virginia, they knew they had to build more than just a spot to grab coffee. They envisioned a mobile coffee truck experience inspired by their ancestral ties to coastal Italy and memories of gatherings filled with affetto (the distinct Italian warmth of family connection.) For them, success would mean that each customer left feeling refreshed, not only by a perfect double shot of espresso, but also by a genuine sense of connection and belonging at the counter. However, with no prior branding experience, they needed guidance to bring their vision to life.
Tasia and Patrick came to Dangerous Archive with a defined vision: to blend modern on-the-go coffee culture with the charm and beauty of the Italian coast. We began the work of connecting their vision to an unforgettable visual identity.
How We Crafted an Unforgettable Brand for Maresca’s
1. Brand Discovery: Embracing Heritage
Our first step in the branding process was understanding Tasia and Patrick’s initial expectations and ideas for their business’s visual identity. In our brand discovery workshops, we explored the aesthetics that they instinctively associated with Maresca’s– images of villas on the Amalfi coast, simple, sunny logo designs, and oceanic sunset shades.
“Basing our colors on the landscapes and buildings of Southern Italy feels perfect for a coffee shop that wants to welcome its guests and send them off with more energy than they had before they came.”
3. Visual Identity: Designing an Iconic Logo
With Tasia and Patrick’s vision in mind, Davis at Dangerous Archive sketched a logo that would serve as a recognizable symbol of the Italian coast. The final design featured iconic Italian architecture nestled inside a coffee cup, set against colors inspired by the Mediterranean—muted blues and warm terracotta tones. This visual identity was crafted to be more than just a logo; it became the focal point of Maresca’s Coffee Counter. Tasia and Patrick agreed that this logo achieved their vision and agreed to move forward with it, moving to wrap the truck with it and put it on their coffee cups.
4. Digital Strategy & Website Design
There was more graphic design to do, but first Maresca’s needed an online strategy. We designed a website that reflected the welcoming feel of their coffee counter. Included features were a mobile friendly drinks and pastries menu, an at-a-glance FAQ page, and single tap text sign-up. Focusing on functionality and visual storytelling, the website helped solidify Maresca’s identity and serve as a crucial marketing tool:
Mobile Responsiveness: With a significant portion of traffic in the coffee industry coming from mobile searches, the site was optimized for mobile-first use, ensuring a smooth user experience across devices.
SEO Optimization: We heavily integrated keywords like “coffee truck Charlottesville” and “Italian coffee on wheels” to secure Maresca’s position at the top of local search results. As of posting, their website is ranked #1 in Google search results for “coffee truck Charlottesville.”
Engagement Strategy: Through targeted lead capture techniques, the website grew Maresca’s texting list by over 200 subscribers, creating a direct line for event announcements and special offers.
Increased Inquiries: After launching the website, Maresca’s saw an 87% increase in booking inquiries directly from their website, particularly for catering and events, underscoring the website’s effectiveness in driving business.
5. Additional Graphic Design Assets
To enhance the cohesive feel of Maresca’s Coffee Counter across all touchpoints, we created a suite of graphic design assets that extended their brand identity into every customer interaction:
Menu Board: Designed to reflect the Mediterranean color palette and Italian-inspired fonts, the menu boards carried the same coastal charm and provided a clear, inviting layout for easy ordering.
Branded Cups and Packaging: We crafted custom coffee cups featuring the Maresca’s logo, ensuring that each item served became a part of the brand experience. The design incorporated tones from the primary brand palette.
Loyalty Cards: Crafted around the shape of the iconic coffee cup logo and the Mediterranean Maresca’s orange color, the loyalty cards rewarded repeat customers with free drinks or pastries, encouraging a return to Maresca’s. The design was simple yet memorable, with each visit marked by a stamp that brought customers one step closer to a free drink or pastry.
Promotional Posters and Billboards: For broader visibility, we designed posters and billboards that showcased Maresca’s unique brand. These designs featured the tagline “Charlottesville, Welcome to a New Kind of Coffee Break.” Strategically placed around Charlottesville, they helped to amplify brand awareness and attract local traffic.
6. Real-World Application and Community Reception
With their brand identity complete, Maresca’s Coffee Counter took to the streets, instantly resonating with the Charlottesville community. The vibrant logo and welcoming aesthetic helped the truck stand out among competitors, and customer feedback confirmed that the visual identity played a key role in drawing people in. Many patrons shared that the design itself created a memorable first impression, transporting them with each visit.
Outcome: A Mobile Coffee Experience Rooted in Italian Charm
The results were immediate and impactful. From top-ranking search results to a steady influx of booking inquiries, Maresca’s Coffee Counter quickly became a staple in the Charlottesville coffee scene in part due to the branding and website work from Dangerous Archive. The branding captured the essence of Italian warmth and hospitality, making each visit to Maresca’s not just a coffee stop, but an experience of culture and connection.
“Dangerous Archive made our business come alive. Davis from Dangerous Archive was a fast, efficient and innovative force. He translated our identity into a comprehensive brand that perfectly captured our roots. After our first consult, it was only days before we had a nearly perfect mocked up logo. We get daily compliments on our logo from nearly every customer, and we’ve begun to see our sticker on cups and laptops across our city because of how compelling the design is. We were genuinely stunned how Davis was able to turn our ramblings into a reality that perfectly met our needs. Hire him immediately. Your business won’t regret it.”
Click here to see the Maresca’s brand and website showcase.
Services Provided:
Brand Discovery & Research
Logo Design & Visual Identity
Website Design
SEO & Digital Strategy
Collateral Design
Contact: Dangerous Archive Creative Co.