Thomas Sturm
Designer
In their own words
I’ve always had a big love for coffee. My first branding project was for a café in my hometown, and I knew this was what I wanted to be doing.
My main goal with this personal project was to tackle areas of interest I had avoided in the past.
Anyone can create a perfect shape these days, but adding a small touch of imperfection brings it to another level.
I decided to use Romie because ever since I came across this typeface, it was in the back of my head for months, but I didn’t want to force it.
For Laura Procaccini, it felt like the perfect fit, simply because I felt it perfectly reflects how Laura operates her business.
I created the custom ligature because the standard ligatures that come with the typeface didn’t really do the job for me in this case.
I tried to come up with something more subtle and flowy.
Articles & interviews3
- Thomas Sturm Designs Fictional Café 'The Amma' with Personal Touch
The Brand Identity features designer Thomas Sturm’s self-initiated branding project for a fictional café and coffee roaster called The Amma. Created during his time in Lisbon, the project explores nostalgia, warmth, and imperfection through hand-drawn illustration, 3D design, and tactile typography. Using typefaces by James Coffman, Sturm blends vintage inspiration with modern sensibilities to craft a heartfelt identity that feels both personal and timeless.
- Top Five Serif Typefaces to Elevate Your Project
The article by Poppy Thaxter on The Brand Identity highlights five standout serif typefaces frequently used in branding projects: LL Bradford, Editorial New, Romie, Tobias, and Reckless Neue. It explores how each typeface has been applied by various studios across industries, showcasing their versatility and aesthetic qualities. The piece serves as a curated roundup of serif fonts that continue to shape contemporary brand identities.