How to transform transparency into quality? Segafredo is committed to absolute transparency. And never have we seen such a commitment to transparency as we have in the case of their new range, which has been created to allow the consumer to trace the coffee brewing process, starting with the farmer and continuing all the way to the consumer’s cup. Sustained under blockchain technology, each package tells the story of a unique journey, elaborating upon how the taste and character came to be, and linking them to this single origin. Discover its story below.
The Challenge: To carry out the naming process and create a packaging design that explains the benefits of blockchain technology to the consumer, a consumer who seeks quality and cares about the origin, elaboration and social impact of the products they buy.
The Solution: After carrying out long and thorough research on blockchain, technology we have seen how its benefits go beyond ensuring product quality. They allow you to personally meet the professionals who make this coffee possible. For this reason, the new variety of Segafredo has been named Story, as a nod to the great masters who have chosen to show their real faces on their packaging, taking part in a photoshoot between Honduras and Helsinki. The shoot sought to capture the passion and dedication of these geniuses throughout the process. In terms of colour, a soft brown was chosen to add a touch of warmth, reminiscent of not only coffee, but also the tradition of the know-how expressed by the classical premium code (copper ribbon with the brown). To capture the network created by blockchain, the Segafredo S appears at the front. It is depicted as a link, extending from the beginning to the end of the process, emphasising how consumers have a unique opportunity to take part, using the featured QR code. For the most curious of consumers, this allows them to find the stories of John, Mary or Hans, who have contributed their talent so that consumers can enjoy this product.
- Agency/Creative: PointBleu Design
- Article Title: PointBleu Brings Warmth to Technological Enabled Narrative of Segafredo Storia
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Spain
- Agency/Creative City: PointBleu Design
- Market Region: Global
- Project Deliverables: Brand Design, Brand Experience, Brand Strategy, Copywriting, Creative Direction, Graphic Design, Packaging Design, Photography, Product Naming, Tone of Voice
- Format: Bag
- Substrate: Plastic
- Industry: Food/Beverage
- Keywords: Blockchain, Coffee, Transparent, Traceable
Guillaume Collinet: CEO