The branding of this new Espresso Bar is entirely soaked with key visual features of Italian futurism of the 30s. The emotional link then affects customers esthetic sense that gladly combines good coffee to the Italian dolce vita. The name Coppa! has also been created to support this filiation, Coppa meaning "cup" in Italian. Subtle and elegant, the visual platform evokes, without any caricature, this important art movement of the 20th century and appropriates its strength and innovation characteristics.