An ambitious relaunch for the historic Italian brand, with a consistent positioning and brand system across every touchpoint
Strengthening a brand’s identity means making it recognisable and consistent at every point of contact with the customer. For Segafredo, this journey began with the relaunch of its Ho.Re.Ca. packaging, transformed by ATC into the foundation of a communication system designed to evolve across channels, markets and touchpoints while preserving authority and perceived value. The redesign of the Classici and Premium ranges established a portfolio architecture in which brand consistency and the distinctiveness of each blend coexist in perfect balance: colours, finishes and graphic codes create a distinctive language that enhances the product and turns the pack into a design feature conceived for bars, patisseries, restaurants and hotels.
The strength of the system lies in its ability to adapt to different design requirements without losing consistency. The same approach was extended to the Complementari ranges, Pastry Selection and numerous special editions and executions developed for international markets and events, including the Brazilian single-origin Melhor, Audace for the Mille Miglia and Tenace for the Maratona dles Dolomites. Each new product represents an evolution of the original system: formats, SKUs, visual languages and naming change according to context, while the Segafredo identity remains instantly recognisable.
The same logic guides all the brand’s other touchpoints. ATC developed an ecosystem of trade toolkits, catalogues and POP materials designed around the specific needs of different Ho.Re.Ca. audiences — bars, patisseries, restaurants and hotels — translating Segafredo’s “by channel” approach into consistent and effective sales tools. The brand identity also comes to life in exhibition stands, conceived as a three-dimensional extension of the visual system, and in communication content, from the launch video to support materials for the sales force. An integrated project that showcases ATC’s ability to build strong, scalable and consistent brand systems, capable of enhancing the brand across every customer touchpoint.
At the heart of this transformation is the complete redesign of the Classici and Premium product ranges, resulting in an architecture built on a compelling blend of refined finishes and rigorous graphic design.
The new packaging system for the Ho.Re.Ca. ranges strengthened the brand’s identity, recognition and perceived value, while also earning major accolades in the world of design
With Pastry Selection, the Segafredo system is applied to a new professional context, translating the brand’s codes into a dedicated range designed to engage with the world of high-end patisserie with style and strong recognition.
From international markets to special events, limited editions reinterpret the Segafredo identity through specific naming, colours and visual languages, while maintaining a clear connection to the brand.
Exhibition stands, point-of-sale materials, tools for baristas and venue customisations extend the Segafredo identity into a consistent brand experience beyond packaging.
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