Caffè Musetti. Espresso ritual on digital shelf

Musetti is a coffee brand mostly distributed via e-commerce both in Italy and abroad which has a good awareness in northern European markets.
Particularly in the north of Italy it can be found also in large scale distribution. Anyway the brand owes most of its popularity to its presence in bars and cafès.

The project consists in the launch of a 4 SKUs new line of coffee pods.

The visual identity system has been designed to be declined on every possible future developments of the range.

After a light and sensitive logo restyling, the attention was focused specifically on impact and recognizability of the new line.

The pack system creation follows a disruptive strategic and creative path. Creativity boosts the brand awareness in marketplaces by seeking the typical on-line international codes.

The color palette has been selected in order to establish the difference from all others coffee brands sold on line.

The graphic project juxtaposes to the few, bold and similar colors which dominate the competitor’s scene, the choice of an innovative and proprietary variety of color shades, conveying a vintage look. Which offer the additional advantage of being the ideal background for the SKUs names typography.

The naming is in fact a further project’s appealing feature: the copywriter crafting has produced true sentences, evoking consumer experiences of different coffee blends. Which, just because of the choice of the English language, tell the worldwide famous Italian traditional ritual of having an espresso at the bar counter.