An ultra-premium name in specialty coffee, acquired by AFC Corporation from its founder, Torrefazione Italia Coffee (TI) faced transitioning from sole proprietor to a national brand, without losing the personality, qualities and customer intimacy that marked its success.

The Case

Based on research, we developed a strategy to reinforce a community feeling while projecting casual elegance.

Torrefazione

We refreshed the existing identity to convey higher levels of TI's desired attributes of luxury, heritage, craft and authenticity. See more Torrefazione Italia work in our practice area.

Need Proof?

$.24
per pound increase in perceived value, a 4% increase at retail.
49%
increase in desired image attribute of "luxury" in a perceptual scoring study.