Caffe Mauro Changes Its Name, Captures The Art Of Coffee-Making

To Mauro Cipolla, coffee has always been more than a drink. It's a passion, an emotional experience, a form of art.

For eight years, he reflected those feelings by calling his coffee-roasting business Caffe Mauro, after himself. Now, to settle an 18-month-old federal lawsuit over use of the Mauro name, he has to change his company's name.

The new name will be Caffe D'arte. The change will take place in the next three months.

Cipolla agreed to the name change to settle a lawsuit in which he and an Italian-based roasting company, Mauro Demetrio, battled for the right to use the name Caffe Mauro.

A federal court judge ruled last summer that Cipolla could continue to use the name in Western Washington, where most of his business was concentrated, but would have to use a different name elsewhere.

Cipolla decided earlier this month, however, to adopt a new name entirely.

"It didn't make any sense to keep two different names," Cipolla said.

"We think Caffe D'arte better captures the qualities of time, history, tradition and art, the essence of Italian roasting culture, and better reflects our fervent devotion to roasting and blending the finest of Italian-style espresso," he told customers in a recent letter.

That might sound good on paper. But changing a business name is a time-consuming hassle, costing in this case up to $500,000.

Cipolla will advertise the name change on billboards and Metro bus signs as well as in Seattle coffee magazines. He also plans to run radio ads and some TV spots.

Not only will the name of his retail store in Belltown have to be changed, but also most of the merchandise in the store, including Caffe Mauro watches, T-shirts and coffee mugs.

He also must replace about 600 banners, change brochures, repaint delivery vans and replace paper cups, coffee bags and even revise simple things such as letterhead and free-espresso drink cards for customers.

Despite the expense, he sees this as "turning an obstacle into an opportunity."

He hopes to open two additional stores in the Seattle area this year, and is looking forward to attracting more out-of-state business.

About 30 percent of his $3 million sales last year came from out-of-state clients. Meanwhile, the national craze for Seattle coffee continues to grow.

"It was so tough in the beginning to even think of losing my name," Cipolla said. "I was quite upset, emotionally. But now I feel I can make the best of this and move on."