After the war in Naples the Rubino brothers joined their father in running the family bar-pastry shop. The fame of their espresso spread quickly outside the neighborhood; the idea was born of bringing the pleasure of Neapolitan coffee to all bars and homes in the world. Therefore they founded the company “Cafè do Brasil” in 1955; in the sixties the Rubino brothers seized the opportunity offered by the new packaging techniques and, with the revolutionary vacuum can, the real coffee of the Neapolitan tradition could be brought anywhere.

In 1963 the company became a joint stock company; in 1964 the first brand was made up of the “stencil” logo, typical of the writings on imported coffee bags.

With the progressive growth of the company in 1971 Kimbo was born, a name that evokes the exotic lands of origin of coffee beans. The initial “K”, a hard and easily remembered consonant, had an assonance with “jumbo”, to remind us that coffee is a product from overseas; and then only five letters that would have allowed great visibility even in small spaces. In short, the logo becomes one of the most important European roasting companies. With the adoption of the new name, the logo was made up of a bold font, all lowercase, and the words “coffee” with a red circle in the eyelet of the letter “a”. Kimbo’s fame and growth are strongly linked to communication; after a first successful campaign aimed only at the Campania market, the Rubino family decides, with far-sighted initiative, to extend the communication on a national scale, in advance of the distribution of the product itself. Famous people such as Pippo Baudo, Massimo Dapporto and Gigi Proietti accompanied his journey by creating commercials that have become part of the history of advertising.

In 1989 the logo was restyled by the Bifulco agency and the “Antique Olive” font was used for the two words; the uppercase Kimbo logo was colored red. In 1994 the company took second place in the retail sector of the Italian packaged coffee market; the growing success is certainly due to rigorous loyalty, tradition and qualitative excellence but also to the strong presence in communication and investments in corporate infrastructures.

In 1996 the logo was characterized by curved lines, red and gold. In 1999 the golden line takes on more body.

In 2010 the Carrè Noir agency in Turin was commissioned for the restyling of the logo; the red logo is softened and made less angular. In 2013, in the composition, instead of the word coffee, the words “Italian espresso” and the Italian flag will live.

With the pay off “il Caffè di Napoli”, the 2020 restyling characterized the logo as the greatest exponent of the true Neapolitan coffee tradition in the world and also to consolidate the visceral bond with the city it belongs to.