Brett Roberts

Studio 3 - Design (DGD230)

This trimester for my project, I chose to rebrand Italian coffee distributor, Segafredo. For this rebrand, I created a holding company under the main brand and titled it Casafredo.

I chose to develop this brand as I saw an opportunity for growth and a needed pivot in their businesses direction. Segafredo generates most of its revenue from business to business sales and in the last year, businesses have struggled to stay open. Paired with the current brand's dated look and Australia's ongoing love affair with coffee, I thought that now would be the perfect time to give Segafredo a change in direction and put the brand on supermarket shelves in the form of coffee pods.

Although Australian's take coffee seriously, Italians are even more serious about a good cup of coffee. With the standards getting higher and a demand for quality, my solution for the brand was to bring Italy's coffee culture to ours. In Italian culture, it's frowned upon to drink milky coffees after lunch and they even created the D'orzo to sneak coffee into the evenings. Bringing Italian culture to Segafredo was one of my goals from day one. It set the tone for this project and gave me the idea for this campaigns main theme, timing.

Casafredo is a line of three coffees, one each for morning, noon & night. The coffees are served in coffee pods and it sees the brand move from a business to business focus, into supermarkets.

The Early Bird - A Coffee for the Morning.

A Well Balanced, Caffe Latte with Cereal Tones.

Buongiorno, Early Bird’s. Start the day with a well-balanced Caffe Latte by Casafredo. This classic beverage is composed with premium coffee, grown in Bologna, Italy. Our beans are then shipped across the pacific ocean to Melbourne, where we roast and carefully craft our grounded coffee into premium pods.

The Early Bird is best served: 1 part coffee, 2 parts steamed milk with 1cm of foamed milk on top.

The Busy Bee (A Coffee for the Afternoon)

A Rich Macchiato with Cocoa Tones.

Buon Pomeriggio, Busy Bee’s. Take a midday break with a rich Latte Macchiato by Casafredo. This classic beverage is composed with premium coffee beans, grown in Bologna, Italy. Our beans are then shipped across the pacific ocean to Melbourne, where we roast and carefully craft our grounded coffee into premium pods. The Busy Bee is best served: one or two parts coffee, marked with a dash of milk on top.

The Busy Bee (A Coffee for the Evening)

A Smooth, Decaffeinated Caffe D’orzo.

Buonasera, Night Owl’s. Get comfortable this evening with a smooth Caffe D’orzo by Casafredo. Created with barley but with that same premium coffee taste, this classic beverage is grown in Bologna, Italy. Our barley is then shipped across the pacific ocean to Melbourne, where we roast and carefully craft it into premium pods. The Night Owl is best served: 1 part Caffe D’orzo. Can be enjoyed with a dash of milk on top. For more information on how

to make this beverage perfectly.

Print Advertising

Billboard, proposed for Perth Underground.

Print Ad, proposed for Coles Magazine.

Print Ad, proposed for Vogue Magazine. Alternative mock up on the left.

Social Media (Instagram)

A different Instagram ad for each roast. These feature on Instagram during the times they are encouraged to be consumed at.
One post each for moring, noon and night.

Casafredo Instagram Ad_1.mp4

Designed for Instagram stories, this Instagram ad features all three roasts in a 15-second promotion.

Social Media (Spotify Sponsored Playlist)

Promoting the band through Spotify. Playlists that suit different times of the day - morning, noon & night.

Three Playlists: The Early Bird, The Busy Bee & The Night Owl.
Non-paying Spotify members hear Casafredo's commercials during the playlist songs.

Social Media (Instagram for Spotify)

Instagram posts promoting the Casafredo sponsored Spotify playlists featured above.

Point of Sale & In-store Graphics (Coles)

Scan a QR code on the wobbler below Casafredo coffee and collect it at the door to try the product.
The type of coffee you receive will depend on the time of the day.