The Caffè Borghetti rebranding project was born from the need to redefine the brand’s identity in a contemporary way while preserving its strong historical recognizability. We began with a minimal logo restyling, aimed at simplifying its shapes and making it more current and versatile, and then moved on to the development of a new packaging system capable of expressing modernity, clarity, and visual synthesis.
The goal was to enhance the product’s iconicity and premium character, strengthening its positioning and reinforcing its international perception. At the heart of the project is the brand’s most distinctive element: the coffee goddess, reinterpreted and brought to the forefront both on the packaging and across communication materials. The icon was simplified and elevated, becoming a strong, recognizable brand mark consistent across all touchpoints.
The new design—essential and elegant—was initially conceived for the U.S. market, with the aim of making the product immediately readable and competitive on international shelves. The identity was later adapted for the Italian market, maintaining visual and narrative coherence while highlighting local specificities and the brand’s heritage. The result is a contemporary and distinctive visual system that strengthens Caffè Borghetti’s premium value and consolidates its presence across different markets.
