18 years of collaboration with Caffè Aiello: from packaging to omnichannel communication.

Since 2007 we have been the partner of Caffè Aiello for an integrated ecosystem: packaging, POS/OOH, social PED, eCommerce and apps, up to corporate videos and merchandising in bars. We also take care of the Christmas/New Year's greeting pages in local newspapers and export materials for trade fairs, ensuring brand consistency at every touchpoint.

Objective: a consistent and high-performance brand system

The starting point was to build a brand system capable of working with the same strength in every context, from the shelf to the bar, up to digital. This means making packaging immediately distinguishable. On the digital side, we oversee the eCommerce funnel: we manage the online shop, plan eCommerce promotion campaigns and have developed an app that makes the purchase process faster from mobile, improving the experience and conversions.
To support consideration, we have structured brochures and catalogs, together with a set of corporate videos that tells the story of the journey "from the bean to the cup" in a simple way. We have always overseen the cultural moments of the calendar: since 2007 we have been taking care of Christmas and New Year's greeting campaigns in the main local newspapers, consolidating the brand's proximity to the territory. We take care of the merchandising in the bars that choose Caffè Aiello, so as to extend the presence of the brand where the product is really consumed. We have created a social PED system with native multi-format content and in parallel, we support growth abroad by taking care of the materials for international fairs, to protect the consistency of the brand also in export markets.

What we did (deliverable selection)

• On the packaging lines, we have worked on range extensions, improving the information hierarchy and readability on the shelf, in full compliance with label compliance. The result is a consistent product family that is easy to choose.
• For the bar channel, we have developed POS materials and merchandising that create recognizability.
• We have created OOH campaigns (6×3 formats and posters) and both institutional and product launch press.
• We have edited brochures and catalogs: price lists, technical data sheets and storytelling of brands that support the sales network, with localizations and sets for international fairs (export kits, panels, presentations, B2B sheets).
• The corporate video, with a narrative structure "from the bean to the cup", generated a hero asset from which to obtain quick and targeted social cuts.
• On the digital front, we manage eCommerce and related promotion, as well as having designed and developed the mobile app.
• For social PEDs, we set up editorial calendar, recurring formats and micro-stories for IG/FB integrated with eCommerce promotions.

Results

• On the shelf, the brand is now more recognisable and the different lines dialogue with each other with greater cohesion.
• The experience in bars is clearer thanks to visual cues and dedicated merchandising, which enhances the moment of consumption.
• The greeting pages in the local newspapers, continuous since 2007, strengthen the link with the territory.
• On the digital side, the integration between eCommerce, performance campaigns and mobile apps has reduced purchase friction and made the user journey more fluid, with social content supporting promotions.
• In the export sector, the consistency of trade fair materials has elevated the perception of the brand, facilitating dialogue with buyers and distributors.

Why Red Onion for a coffee brand

• End-to-end: from ideation to production on digital and offline media.
• Visual consistency and maintenance of the brand system over time.

FAQ 

• Can Red Onion support us on packaging alone or also in the store? Yes: from packaging design to the production of POS and OOH materials, with supervision from suppliers.
• Do you also manage digital and social content? Yes: we set up social PEDs, native formats and cuts derived from institutional materials (e.g. corporate video).
• Can we centralize everything in one team? It is our model: Digital First, single direction and offline delivery when needed.