‘Terminal design’ developed the brand of Italian café bakery Matteo. Matteo is a place where you can drink coffee, have lunch and buy traditional Italian cakes and deserts. The branding idea consists in a history of an Italian family. The research made by the company  showed that Italian cafés are seen to be less pretentious than French ones, but not ordinary though. One of the main advantages of the bakery is an elegant simplicity. Italy is famous for its family tradition values. Italian bakery is a history of a big family. The main features of this café were shown in a brand platform, so these features are: the naturalness, the quality, the  traditions and  the love of life. The mission of the brand consists of an idea of feeling the present moment, the aim is to share love, warmth and respect for family values and traditions. The café’s target is to give the customers more for less money.