Merchandise System for
Segafredo Zanetti
Expanding their coffee foodservice division, Segafredo Zanetti was gaining ground in non-commercial office and B&I channels with their Crafted Here program. People were loving the new premium coffees at work but, due to the curated industry spaces, site managers were reluctant to add Segafredo branding, causing end users to not know whose coffee they were enjoying.
Fine Tooth worked with Segafredo Zanetti’s marketing team to overcome this lag in awareness and communicate the brand in account to help drive home purchase. Obstacles were many, particularly an infinite array of service setups that the division was solving on a case by case basis. The team wanted to break this time-consuming cycle of designing and producing a lot of custom pieces with a flexible, cost effective solution.
Scope
Creative Direction & Design
Logo Refresh
Merchandising System
Renderings
Supporting Collateral & Marketing Pieces
Supplier Sourcing, Production Management & On-demand Printing Setup
Credits
MC Laser Labs for their top quality signage fabrication.
Crafted Here Logo Update
We revamped the multicolor tagline into three different lockups with a thin font that echos the forward leaning logo while contrasting with its heavy weight. This sleek, subtly dimensional sign became the minimum piece of POS merchandising to let coffee drinkers know what brand they are enjoying. It is small, distinctive and fits in everywhere.
In-Account Merchandising
New logos locked in, we worked with Segafredo’s channel manager, field marketing specialists, and sales team to develop a mix and match modular system. The goal was to be able to accommodate any service setup, no matter how awkward, to eliminate custom builds as much as possible.
Flexible for every need
Some of Segafredo Zanetti’s customers are open to branding to the point of almost creating a “store within a store,” while others are highly resistant to anything outside of their own aesthetic. Keeping this in mind, we created four core sets of merchandise with backerboards that work in 1, 2, or 3 parts, and wall art in three sizes.
Using the brand guidelines we had already created for Segafredo, we developed colorways with simple to more outrageous designs within each. They span the gamut from vibrant to neutral, busy to calm, and each include the different themes of coffee, eco, people, and graphic so that suites of merch can be created by mixing within or across colorways.
100 + Pieces
The core sets were then expanded with versatile bamboo and aluminum-look signage, menu templates, window clings, shelf merch, posters, service items, blend descriptors, cup sleeves, and more. All told, the system is made up of over 100 individual merchandising pieces.
Real world Application
Since introducing the new merchandising system, Segafredo Zanetti Foodservice has reduced their custom projects by nearly 90%.
Today their team has installed coffee service at hundreds of locations nationwide, including:
