COFFEE STARTS HERE
ADV, VIDEO, EVENTS, INTERIOR DESIGN
After the celebrations of centenary of LaCimbali, the leading brand in the professional coffee machines market, has started a renewal path to enter into modernity as a protagonist. Showreel has joined the company in the whole rebranding process, from the definition of the strategic guidelines to the creation of all the marketing materials.
The LaCimbali logo has been modernized in the lines and normalized according to a new construction grid (template): Now, it lives two identities. The first, institutional, lives in symbiosis to payoff "Coffee Starts Here" and it accompanies the brand communications. The second variant, in conjunction with the website, reminds the LaCimbali badge present on top of M100 machine and supports all product communications (bruchure, adv): this variant is an absolute innovation in the Visual Identity of the brand.
The new payoff LaCimbali "Coffee Starts Here" is made up of a statement: a promise based on the present that starts a journey that starts in Milan, from the historical site and then spread to markets around the world through subsidiaries, distributors and customers. The payoff has its roots in the industrial design combined with mastery of sales and marketing process, interfacing with various segments (traditional and super-automatic machines) and various stakeholders: users, buyers and all the people who enjoy a coffee, a cappuccino, a latte, all over the world. LaCimbali is not only espresso but the whole varied range of drinks delivered every day, everywhere in the world, to suit the international tastes and trends.
The "C" of the M100 profile, distinctive and evocative element of the top machine of LaCimbali range, is the beginning of a journey which extends into space, reaching the world's major cities. The Red Ribbon that develops out of the coffee machine in the foreground is the symbol of the path of the coffee that begins with LaCimbali products and ends, with a metaphorical journey around the world, into another product LaCimbali represented by the top machine S30 range.
At the Host trade fair, LaCimbali has unveiled its new positioning in an evening entirely conceived and structured on the concept “Coffee Starts Here”. The project followed a path in line with the theme of travel, with the operating personnel management and the design of engagement mechanicals such as photo-shooting of the participants. We have also produced and handled all set preparation of spaces, audio-video direction of the event and all in support of the evenings communication materials.
The new identity of LaCimbali was declined and shown in the company’s space, where it become the first moment of the new payoff Coffee Starts Here communication