Hausbrandt Trieste 1892
A new brand positioning and new design strategy for Hausbrandt coffee.
For over a century, the Italian brand Hausbrandt Trieste 1892has been synonymous with premium coffee and tradition. The company is represented in over 90 countries in the HORECA sector and is now about to enter the B2C market. Over the past year and a half, the creative team at the DEMNER, MERLICEK & BERGMANN agency has developed a new brand positioning strategy for the established company to create a contemporary corporate design.
DMB. has revamped the brand’s corporate presence while bringing the great Italian coffee culture back to life in a modern, minimalist, refined way and with a hint of poetry. “The barista, with all his knowledge and experience, embodies the art of Italian coffee. When choosing Hausbrandt, he buys into the brand promise of quality. That is why DMB. came up with the positioning statement The Choice of those who know, says Marcello Demner, head of business development at DMB. The new positioning strategy includes the famous logo and packaging, which have been updated. For brand differentiation, the packages now include a customised coffee variety description. It gives the impression of sounding a bit like “wine speak” yet allows for the product characteristics to come to life with poetic, evocative metaphors. A sample: “... Arabica with tangs of fruitiness. Bitter cocoa and a love you've never kissed.”
The combination of a handwritten and a modern, geometric Sans-Serif font unites decades of expertise with a breath of fresh air. The muted colours with gold details underline the high-end look of the brand. The merchandising design such as coffee cups, store and exhibition stand concepts complete this great Italian coffee brand’s new appearance.
More information at:
To the case film: