When espresso changes the rules: the launch of AIELLO DRINK.
For Coffee Aiello we have built the identity and communication system of AIELLO DRINK, a product that brings the codes of a historic coffee brand within a new, more Fresh, dynamic and contemporary.
A project that involved visual identity of the product, packaging, video advertising and landing pages, while maintaining a single goal: to innovate without losing the recognizability of Aiello.
The challenge: innovating a historic brand without losing its DNA
What a very different product looks like From a brand's traditional offering without making it seem alien to the brand?
AIELLO DRINK was born from the encounter between two universes: from a side the intensity of the espresso, on the other hand, the freshness and immediacy of a sparkling drink to be consumed cold.
The creative work started from this tension.
We have retained some of the most important assets in the world. recognizable products of Caffè Aiello, starting with red and wordmark, building a new language around them made up of bubbles, movement, light, matter and different consumption occasions from the traditional coffee break.
The result is an identity that belongs to clearly to Aiello but immediately communicates that something is happening new.
From the brand to the Can: packaging as the first media
For a new beverage, packaging is not just one container. It is the first point of contact with the consumer and must explain the product in seconds.
The slim can of AIELLO DRINK keeps the red owner of Caffè Aiello and makes the elements immediately readable that define the new proposal, starting from the sparkling character of the drink and the presence of the Double Shot Express.
>The brand's characteristic curved sign is reinterpreted through a liquid, luminous and sparkling material, creating a visual bridge between the world of coffee and that of soft drinks.
The same system has been extended to the multi-product pack, preserving recognisability, hierarchy of information and impact both in the bar channel and in the in online sales.
A spot to move coffee to new moments of consumption.
The launch also needed to change imaginary.
The commercial of AIELLO DRINK deliberately distances the product from the classic codes of the communication of coffee and builds a more pop, rhythmic and lifestyle universe.
Close-up details of bubbles, cold product, music, color and consumer scenes transform the characteristics of the drink in experience. The story does not focus only on what the can contains, but above all on when, how and with what attitude it can be consumed.
It is the fundamental step for a brand who wants to enter a new opportunity for consumption without denying their own origin.
The landing page transforms the Concept in product story
We have added to the visual component a dedicated landing page, built to quickly explain the novelty and accompany the user from the discovery to purchase.
The structure presents AIELLO DRINK through short and progressive messages: the "re-evolution of espresso", the Double Shot Espresso, the sparkling component and the different occasions of consumption, from work to travel to moments of freshness.
The path closes by bringing the user to digital points of purchase.
In this way, branding, content and conversion work as a single system, without separating the construction of the imaginary from the commercial function of the project.
A product launch, not a sum of deliverables
AIELLO DRINK tells well about our way of working on new products: starting from positioning and building a system capable of operating on different touchpoints.
Brand Product identity, packaging, video and digital platform were not developed as independent elements. Share codes, tone and the same brand idea.
This is what allows a new product to be instantly recognizable and, at the same time, quite different to open up new territories for the brand.
The project continues a collaboration with Caffè Aiello started in 2007, during which Red Onion worked across branding, packaging, retail, video and digital.
How to communicate a new product without weakening the brand identity?
Identifying which elements of the brand they must remain recognizable and which ones can evolve. In the AIELLO DRINK project we have preserved the distinctive codes of Caffè Aiello, building around them a new language consistent with the product and with new consumption opportunities.
Red Onion may follow Packaging, video and digital launch together?
Yes. Our approach integrates brand strategy, design, packaging, video and digital platforms under a single creative direction. This reduces the discontinuity between touchpoints and allows you to design the launch as a system rather than as a sequence of individual productions.
How to build the Communication for the launch of a new beverage?
Starting from positioning and translating it at the touchpoints that most influence perception and purchase: messages, product identity, packaging, video content, retail materials and digital platforms. The mix depends on the product, distribution channels and commercial objectives.