Italian coffee brand Segafredo has appointed Fitch to rebrand its global chain of outlets in the face of growing competition.
Fitch has been briefed to re-emphasise the coffee brand’s Italian heritage and its specialist knowledge of espresso coffee.
It is redesigning Segafredo’s interiors but is not refreshing the company’s logo says a Fitch spokeswoman. The aim of the revamp is to increase Segafredo’s differentiation and appeal to stylish coffee connoisseurs, she adds.
“We want to make Segafredo more vibrant and relevant. Its image needs updating because of increased activity from competitors,” she says.
The company has complete control of the coffee supply chain, from its plantations in Brazil to its retail outlets, and this expertise is to be reflected in the design work, says Fitch senior executive vice president Giles Marking.
“It is essential that [Sega-fredo’s] new company image conveys how passionate it is about espresso and the priority it gives to considering the needs of the modern coffee drinker,” he adds.
The group was approached by Segafredo on the strength of previous work. Fitch designed and developed the company’s outlets in Japan.
Fitch is rebranding over 300 Segafredo outlets worldwide.