Arnold Spinelli had the famous Spinelli’s Coffee Company in San Francisco back in the 1980’s. He sold the company. But when he was ready to start a new one, he envisioned an artisan coffee that didn’t leverage the Spinelli name, but instead paid homage to his roots in Tuscany.

Arnold came to Studio B to help him create this new brand. It would evoke memories of his Tuscan childhood and remind others of their vacation trips to Italy. It would have a mystical, old-world feel. It would evoke nostalgia and connect us to romantic remembrances of our past.

Arnold, by the way, was one of the early pioneers of coffee-tasting. He was one of the first to build coffee-tasting experiences with customers actively smelling beans, distinguishing different aromas, and then slowly sampling different types of coffee.