Family for Amici: coffee culture with iconic gestures
The creative agency Family, based in Uster, is launching the first brand campaign in Amici Caffè’s more than 40-year history. Under the slogan «A Cup of Culture,» the campaign reinterprets Italian coffee culture through iconic gestures and four different specialty coffees.
Amici Caffè has stood for Italian coffee culture since 1979. Now the creative agency Family from Uster is bringing this attitude to the Swiss public on a large scale for the first time. With the first brand campaign in the brand's rich history.
Italian gesture as a creative center
Under the communicative bracket "A Cup of Culture", the campaign translates the cultural depth of the brand into a powerful visual language. At the center is a gesture that is understood worldwide as an expression of Italian passion: the classic hand gesture. Exaggerated yet familiar, it becomes the stage for what Amici is all about - coffee as a cultural experience, not just a drink.
The four motifs play with this symbolism. Different coffee specialties are balanced on equally different hands - representing the diversity of the Amici target group. Whether espresso, macchiato, affogato or marocchino: each composition is carried by personalities who embody the modern coffee enjoyment of Amici. The result is a visual world that elegantly combines origin, craftsmanship and attitude.
Over 40 years of coffee culture
For over four decades, Amici Caffè has seen coffee not as a consumer good, but as a cultural asset. The brand embodies the essence of what makes Italian espresso so desirable worldwide: origin, craftsmanship and passion - united in an uncompromising demand for quality.
The campaign has been on display on physical and digital billboards, in digital channels and on social media since the end of October 2025.
Responsible at Amici Caffè: Camilla Catenacci (CMO), Nicola Marilungo (CEO), Vittoria Illy (Marketing & Logistics), Francesco Illy (Owner). Responsible at Family: Cécile Ducourant, Linus Konetschnig, Tobias Peters, David Voges, Severin Brinkert, Noam Josuè Dal Bosco Margiotta, Lukas Tadeu (creation), Johnny Grubenmann, Jan Walser, Florian Weitzel (creative direction), Anina Trachsler, Mark Becher, Sascha Djabbari (consulting), Mareike Hofer (Mediaunit FaMe), Svenja Hässig, Claudio Catrambone (overall responsibility). Responsible at Visual Eyes: Oliver Nanzig (photographer), Sandro Mazzola (photo assistant), Guido Gravelius (food styling), Theresa Braun, Natalie Furrer (producing).
