Over the years, the Company has carried out a major rebranding of its logo with the aim of adapting to market needs and demands, but without losing its true nature. The lines, shapes, styles and design, have changed over time and the Company has been able to quickly adapt to it.
In the early 1960s’ with the change from Bar to Torrefazione in Via Buoncompagni, the Company purchased the existing Tomoka brand alongside the Buongustai brand. Both brands spread to Milan and province. In the early 1980s’ the Torrefazione slowly expanded, also addressing all the other provinces and regions of Italy. It was during the years of the economic boom that brought about the need to think of a real logo. Thus, it was from the thought and foresight of Giorgio Portioli, founder of the Company, that the current Portioli’s logo was born. The idea was to create a unique and distinctive sign, which at the same time reminded and recalled the Italian espresso to perfection. Even the choice of colour was not accidental, but well thought out with the aim of distinguishing itself from all the other coffee roasters that used classic coffee colours such as brown, red, beige etc. We thus reach 1988, the year in which the Portioli’s logo became a real brand. Initially accompanied by different claims such as “Torrefazione“, “1958” up to its completely clean and essential version. In 2018 on the occasion of the 50th anniversary of the Company, a restyling of the brand is made, which gives birth to the new logo defined “Portioli Style”, still used today.
An exclusive sign that flanks the Portioli’s logo, a line drawn in a single, rapid movement that outlines the “face” of the brand. A sign that describes a portion of a 60-year journey of passion for espresso and anticipates a journey toward the future, a tradition that is strengthened by renewing itself. This trait now characterizes all our products, from the packaging of the blends, the commercialized products, and the cups to our clothing line. The goal is to offer our customers a coordinated image within the premises, in line with what we call “The Portioli Style”.
Another distinctive element of the company is undoubtedly the fuchsia colour. An unusual colour for coffee companies, chosen by Giorgio Portioli with his precise purpose of standing out from the competition. A cheerful, sparkling and spirited colour that symbolizes optimism, positivity and good mood. A new logo, a very precise strategy and commercial choice, different but above all avant-garde in those years when coffee was a strongly masculine product.