Veneziano Coffee Roasters has collaborated with Melbourne agency Dig + Fish to develop a new brand identity.
Described as “fresh, bold and contemporary”, yet “approachable and relatively timeless”, Veneziano Coffee’s Marketing Manager Sarah Ellul says the new branding was about pairing the past with the future.
“While we were tempted to do something completely new, it was important to us to keep the essence of our brand intact and as such, have only made subtle changes to our logo and kept our blend names as they represent such an important part of our history,” Sarah says.
She adds that the new brand identity conveys Veneziano’s brand values of consistency, reliability, innovation, collaboration, knowledge, and integrity.
“The wings remain the defining feature of our brand, but creating more emphasis around the core of who we are and what we do was just as important,” Sarah says.
As such, the font size of the company name has increased, with more prominent changes evident on the packaging itself.
“The bags are clean, bold and typography-led with a rich colour palette that is evident across all of our coffee bags and collateral,” Sarah says. “Providing consistently good coffee and reliable service is so important to us, so our branding mirrors this.”
Navy has been introduced as the company’s core brand colour, with a soft grey background for contrast.
“The grey and navy combination is timeless, classic and neutral enough to look at home on the shelf in most cafés. The intention is to provide subtle differentiation between each blend with a small pop of colour,” Sarah says.
Veneziano’s micro lot range places an emphasis on the country of origin, highlighting and paying respect to some of the specialty coffee producing nations Veneziano has developed relationships with, and sources coffee from.
In line with the brand change, Veneziano will be deleting the 250 gram retail line and replacing this with a 350 gram retail line for all of its blends and micro lots.
“Market feedback has suggested that a little extra coffee will go a long way, especially for the home barista, and we agree. Plus, we think it’s a great point of differentiation from our competitors,” Sarah says.
The new branding will roll out across all touch points of Veneziano’s brand and all supporting collateral in the next few weeks.
Sarah says doing the right thing for the environment and minimising waste is important to the company, so coffee bags will be released over a three-month period as they run out of current stock.
Established in 2000, Veneziano Coffee Roasters is a specialty coffee roaster supplying coffee to some of the best cafés across the nation.
For more information visit www.venezianocoffee.com.au
