Alfredo's Cafe is one of the oldest Italian cafe in Mumbai and also one of the most popular hangouts in Juhu. On the occasion of this iconic cafe celebrating its 25th anniversary, we decided to give it a typographic makeover. The owners were game for it, so we sprinkled an Italian vibe and tossed a lot of Herb Lubalin design sensibility onto it. This custom typography is now a part of Alfredo's identity and restaurant collateral. And it all happened because of that one hand drawn sketch.