Task

Piazza del Caffe has long existed in the coffee market, but due to intense competition, it remained invisible and pale against the background of brands with bright packaging and clear positioning. At the same time, despite the rapid development of external branding, the culture of coffee consumption among Ukrainians still remained at a level far from European.

We were faced with the task: not only to rebrand Piazza del Caffe and develop an external solution, but also to develop a full-fledged strategic approach to disclosing the brand to a capricious audience. Piazza del Caffe was to become not just a delicious coffee, but a brand with a holistic position, idea and mission.

Solution

We have developed a comprehensive solution for Piazza del Caffe – from the appearance of each pack, taking into account how it will look on the shelves, to a full-fledged strategy of development and promotion with a focus on digital. To do this, we conducted a thorough analysis of the coffee market – not only in Ukraine but also in the world to understand global consumer trends. We have developed the appropriate positioning, brand strategy that meets the needs and challenges of the target audience, and brand heroes. We also updated the visual design in line with the developed strategy – the design of each pack was developed taking into account the insights from the target audience, so that it stood out from the competition.

In order to launch the brand in digital, we created an idea and produced a bright humorous video for the lunch, where we presented the brand characters, updated design and the main idea-slogan of the brand: “Do it in Italian!”

Result

• As a result, we received a completely renewed brand Piazza del Caffe with bright branding and a comprehensive strategy for launch and development in the Ukrainian market. We determined a successful positioning, designed for a specific target audience, and developed a business card lunch - a video.