Diemme Attitude
- International b2b & b2c market analysis
- Rebranding and market positioning
- Strategy
- DIRECTION OF THE IN-HOUSE MARKETING DEPARTMENT
- CREATION OF COMMUNICATIONS CONCEPT AND NAMING
- DEVELOPMENT PARTNER SELECTION AND DIRECTION
- DIRECTION OF THE IN-HOUSE PRESS DEPARTMENT
We were selected by Paduan roaster Caffè Diemme to carry out a full company rebranding project involving the creation of an umbrella brand that would first be capable of drawing together all the characteristics of the various lines and brands in the group, and then serve as the sole brand to represent Caffè Diemme in Italy and around the world.
Beginning with an in-depth market analysis that looked at offering (from the national and international components of the company), demand (professional clients but also consumers, in Italy and internationally) and competition (roasters, café chains, micro-roasters), we oversaw the project by coming up with the name and payoff, directing the in-house marketing department to develop the image, and directing external partners in the development of media channels, specifically website, press office, social media and printed materials.
The communications campaign, in collaboration with the Slowphoto Studio photography studio, and winner of the Bronze Medal in the “Best Creativity” category at SIGEP 2020, offers an unprecedented insight into the link between ingredient, product, human effort, technique and the balance struck among these elements to offer enthusiasts a premium product.
The aim was to amaze, capture attention and differentiate the communications style from that traditionally used in the sector in order to stand out – particularly in print and sector publications.
WEBSITE: www.diemmeattitude.com
- A new umbrella brand aimed at rebranding all companies in the group
- Elevate each brand thanks to the contribution of the others
- Convey a single philosophy and vision
- Corporate strategy to elevate positioning
- Streamlining of communications and investments
- Brand oriented towards international development
- Disruptive branding
Caffè Diemme operates in 52 countries across the world and approximately 50% of company’s turnover comes from the overseas market. This gives an insight into the challenges of performing a market analysis and coming up with a strategy to develop a concept, name and image that were new but that could represent a company with a 90-year history, and effectively speak to a heterogeneous series of customers (ho.re.ca. clients, consumers, bartenders, enthusiasts, schools, roasters, micro-roasters, importers, distributors).
Diemme Attitude also represents absolute innovation in the sector in question: an Italian roaster that takes a bold step forward, embracing the philosophy of alternative extraction methods to espresso through knowledge and training. A unique approach that is looking to and ready for the third wave in the coffee world.
