Faema marks 80 years at The London Coffee Festival with striking visual rebranding

This year marks a pivotal milestone in the history of Italian industrial coffee craftsmanship: Faema, one of Italy's most iconic coffee machine manufacturers, celebrates its 80th anniversary, strengthening its legendary status with eight decades of innovation and coffee passion. At The London Coffee Festival 2025, the brand commemorates this achievement by honouring its rich heritage while boldly redefining its visual and cultural identity for a new era.

Unveiled at stand G49, Faema's presence reflects a striking blend of legacy and cutting-edge design. Central to this transformation is I'm a Barista, a short video premiering at global level on the 15th of May, the opening day of the festival. The project pays powerful tribute to the baristas who bring Faema's machines and the global coffee ritual to life, through vivid, intimate portrayals of baristas across cultures and geographies. Faema adapts to different contexts by highlighting the barista’s professionalism and individuality, telling its story through those who use its machines every day.

Capturing the rhythms of daily preparation and the artistry embedded in the craft, I'm a Barista reframes the barista as a cultural icon. This campaign aligns with Faema's broader goal: to create a universal narrative that bridges continents and communities, placing baristas and their lived experiences at the heart of coffee culture. At the heart of the message is why baristas around the world choose Faema, because it empowers them to fully express their creativity and professional skills. This idea is encapsulated in Faema’s new manifesto: "Be Creative, Be Passionate, Be Faema."

This refreshed vision is also reflected in Faema’s updated visual brand identity. A bold, modern colour palette and refined design pay homage to the brand's legacy while pointing decisively forward. Visitors can experience Faema's flagship machines, President GT-i, E71E, and E71 Touch hands-on, with curated tastings by a rotation of leading roasters including Wolfox, Carnival Roaster, Pellicano, Kimbo, and Perky Blenders. Each demonstrated the machines' versatility, consistency, and performance. Meanwhile, the Faemina, a compact, design-forward machine tailored for premium home and boutique café use, will be on display in the festival's LAB area.

Further enriching the experience, Faema is also hosting a special activation focused on crafting alternative beverages using ingredients from Fonte. Each roaster will serve their own signature drink, available for tasting throughout the event, while a foosball table at the stand adds a playful touch for visitors to enjoy between tastings and demos. As in previous years, Faema proudly sponsors the Coffee Masters competition, where the E71E remains the machine of choice for elite baristas competing on the global stage.

Faema's 80th-anniversary presence at The London Coffee Festival is more than a celebration; it’s a bold statement of renewal. Through design and storytelling, Faema honours its legacy while shaping the next chapter of coffee craftmanship. In doing so, it transforms a commemorative occasion into an opportunity for development, positioning the brand at the forefront of coffee culture.

Make sure to visit Faema on Stand G49 to see it for youself!