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Segafredo New Identity

Segafredo New Identity

Segafredo is an historical brand that boasts great recognition both in Italy and abroad. However, the company had not communicated for a very long time and the brand had partly lost its identity. We aimed at creating a new, strong identity that would enable consumers to relate to the brand again. We leveraged the company’s superior experience in selecting and roasting coffee. To do so we stressed the word “Torrefazione” (roasting) on the logo and gave more legitimacy to the “Zanetti” signature, emphasizing the tradition and expertise of the company. The “S” on the logo itself also inspired the new system, which is built on a slightly wavy band. The general feel of the pack recalls the bags once used in roasting shops.

CREDIT

  • Design Agency: Break Design
  • Organisation/Project Type: Agency, Published Commercial Design
  • Article Title: Segafredo New Identity
  • Brand / Project Name: Segafredo
  • Strategic Deliverables: Brand Architecture, Brand Strategy, Tone of Voice
  • Design Deliverables: Packaging Design, Photography, Brand Identity, Identity System, Branding, Brand Redesign, Graphic Design, Brand Rejuvenation, Rebranding
  • Location: Italy
  • Market Country: Multiple Countries
  • Market Region: Global
  • Product Category: Beverages
  • Consumer Packaging Format: Bag
  • Consumer Substrate / Material: Plastic

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