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I set out to create a brand identity that would likely foster an American’s first experience with the Italian favorite, the affogato. Distilling a compound expresso and gelato dessert into a singular packaged beverage, I wanted to embrace the traditional while looking forward. Zuffa means “scuffle” or “small fight” and it embodies the individual’s unique daily struggle, whether it be their career, personal life, or creative endeavors. The effervescent espresso jolt finished with a creamy softness symbolizes the spark or the will to soldier on, followed by a sweet and well-deserved victory.


                                 
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