Caffè Carlito | Caring Coffee from 1965

Caffè Carlito, a historic Swiss family-owned coffee roasting company, turned to Ander Group for strategic consulting. With the idea of expanding into inland Switzerland, despite a solid reputation in Ticino, a corporate image overhaul was needed. The existing assets were fragmented and unsuitable for this new challenge. The collaboration aimed to create a cohesive and distinctive brand identity, essential to compete effectively in the coffee industry, beyond the Ticino borders.

Less is more! A recognizable and modern logo

In the coffee sector, although coffee is a widely consumed product, competition is intense and characterized by increasingly sophisticated consumers. In this context, Caffè Carlito's renewal is based on a strategy aimed at enhancing the uniqueness of its products. The goal is to stand out in the commodities market, emphasizing the company's core values: sustainability, connection to the territory and dedication to the art of roasting.

This strategic vision is concretely reflected in the brand revamp. The logo has been simplified for greater recognizability, removing distracting elements. The new color palette, inspired by the ripening stages of coffee, from green to red to roasted brown, evokes the journey of the bean and the focus on quality. The introduction of dark green introduces the concept of sustainability.

Territory and care, the values reflected in the brand

Caffè Carlito is deeply connected to the territory, a value we wanted to reflect in the different visual elements. The sinuosity of the wave, a recurring element in both the bean graphics and the backgrounds, masterfully evokes the essence of the Ticino landscape. Its soft curves recall the rolling hills of the valleys, while its enveloping shape refers to the iconic embrace of the Ponte dei Salti in Lavertezzo, a symbol of Ticino.

Caffè Carlito's claim, "Caring Coffee", is a tautogram that plays on the repetition of the letter C, visually evoking the roundness of the bean, the embrace of the wave and the sinuosity of movement. Semantically, it expresses the attention and care that Caffè Carlito devotes to the entire supply chain, from cultivation to the final product, highlighting its commitment to the environment and focus on sustainability.

The new identity: a suit for strategic goals

The newly revamped visual elements effectively communicate Caffè Carlito's ambition to grow beyond its current boundaries while maintaining a positive impact on people, the environment, and the local community.

The wave becomes a powerful metaphor for Caffè Carlito's manufacturing process: slow, meticulous and harmonious. It embodies the fusion of consistent artisanal processing and the fine art of roasting, creating a continuous and balanced flow.

The new design becomes a visual manifesto of the company's philosophy, making tangible and recognizable Caffè Carlito's values and goals, which have been strategically rethought and defined into a clear mission and vision.

Mission
To produce and disseminate high-quality coffee: the result of artisanal processing.
To offer a wide range of services that meet industry needs, guaranteeing supply chain transparency, support for the territory and valuing each bean.

Vision
To expand beyond our current boundaries while preserving our values related to tradition and craftsmanship. We aim to create a positive impact on people, the land and the environment by strengthening the connection with the local community.

Redefining the brand system

Caffè Carlito's new brand system has been designed to ensure that the brand identity is always clear and consistent, regardless of where and how it is used. Every element, from marketing materials to packaging, has been aligned to convey the same image and values of the company. This visual uniformity not only makes the brand instantly recognizable, but also reinforces its authenticity, ensuring that Caffè Carlito's message is consistently and convincingly perceived across any context or communication channel.

Fewer errors and maximum efficiency with Frontify

In the rapidly changing FMCG industry, continuous packaging updates require timely execution and immediate access to all brand assets. To make this process more efficient, we have adopted Frontify, a brand asset management platform that centralizes and organizes graphic and content assets as well as guidelines for their best use.

With Frontify, the client can easily share a link with suppliers, giving them access to all the resources they need, always up-to-date. This approach reduces errors and improves overall efficiency, ensuring accuracy and maximum consistency.

HubSpot and Shopify

The new visual identity has also been applied to the website, developed entirely on HubSpot, and to the e-commerce on Shopify. Content has been completely redesigned, with a more streamlined, user-centric architecture designed to improve the end-user experience. This approach has resulted in more intuitive navigation, making it easier for visitors to find the information they are looking for and to complete purchases smoothly.

Results achieved

Caffè Carlito has achieved a new brand identity that not only reflects its core values, but is also more efficient and functional. The restyling has improved brand recognition and made it easier to manage graphic assets, reducing errors and increasing consistency across all channels. The result is a brand that not only stands out visually, but is also designed for practical and optimal use, improving the overall effectiveness of business operations.

Caffè Carlito renews the Brand to conquer new markets

Corporate image revamp

New Packaging

Brand System and Frontify