Caffè Cartapani is a company in Brescia that, ever since 1951, has been combining tradition and technology in the art of coffee roasting. Only the best coffee beans are chosen and Cartapani’s continuous research and investment in systems and equipment has placed the company in a leading position, guaranteeing a superior product under every single aspect.
In 2017 the decision was made to renew the company look: the move to new premises and adoption of new 4.0 systems sparked a desire for restyling: from the release of the company’s historical logo to the advertising campaign, from packaging to a new digital strategy through its website and social media.
The agency’s primary objective was to reposition the company: from being a provincial reality to national level, enabling the brand to compete with the “big” in the coffee world.
The first fundamental task was therefore the restyling of the brand: if the colour of the old logo has been maintained, the lettering has been redesigned, preserving the vaguely futuristic style and taste. Attractive, memorable, original and personal: these are the features of the new logo. Then the company’s year of birth has been added to underline the value of a company that has been run by the same family, generation after generation.
The new logo has been applied to all offline communication tools: business cards, bar accessories and packaging, panels, signs, uniforms. The new brand therefore as a symbol of innovation and quality guaranteed by the most advanced technology, without forgetting family traditions faithfully respected since 1951.
After the renewal of all offline communication, Cartapani felt the need to change online communication as well, through the company’s website and social networks which have maintained the values and choice of communication adopted offline: top positioning, unmistakeable and refined style.
The rebranding project has involved all the company’s communication and promotion tools, such as the advertising campaign that had as protagonist one of the fundamental elements of a previous version of the logo: the crown – in this case made of coffee. The packaging for Cartapani coffee has also been redesigned and adapted to the new mood of communication: the agency has been working along two lines: Bar and Home, two different targets for two exclusive, yet recognizable, styles of communication.