Brand Tone

Authentic & Passionate, Premium & Sophisticated, Warm & Inviting, Knowledgeable & Confident, Approachable (for the US market)

Brand Values

• •Authenticity
• •Quality
• •Heritage & Tradition
• •Passion
• •Customer Experience
• •Sustainability & Responsibility
• •Global Craftsmanship

Best Practices

• •Embrace Italian Heritage Authentically: Consistently weave in references to Italian coffee culture, tradition, and the brand's origins, but ensure it feels genuine and not stereotypical. Use Italian words sparingly and appropriately where they add value (e.g., 'espresso,' 'autentico').
• •Prioritize 'Quality' and 'Passion' in Language: Use descriptive adjectives that convey the premium nature of the coffee (e.g., 'rich,' 'velvety,' 'aromatic,' 'perfectly roasted') and language that reflects a genuine love for coffee.
• •Maintain a Warm and Sophisticated Voice: Balance a welcoming, approachable style with a sense of refinement. Avoid overly casual slang but don't be stiff or overly formal. The tone should feel like a knowledgeable, passionate friend sharing their love for great coffee.
• •Focus on the 'Experience': Go beyond just describing the product. Talk about the ritual of coffee, the moments it enhances, and the sensory experience of enjoying a Segafredo brew. Help customers imagine themselves savoring the coffee.
• •Develop a Core Messaging Guide: Create a document outlining key brand messages, approved terminology, 'do's and don'ts' for language, and examples of on-brand copy. This will ensure consistency across all platforms and content creators. Reference the brand's commitment to quality from bean to cup and its sustainability efforts where relevant.

Social Perception

Generally viewed as a reputable and high-quality Italian coffee brand, often associated with the true Italian espresso experience. Perceived as a provider of premium coffee, often a step above mainstream brands. Strongly linked to its Italian roots, which resonates well with consumers seeking an authentic experience. Trusted by professionals. Growing awareness of sustainability. Some Ambiguity in US Market.

Copy Examples

• •Segafredo Zanetti: Your Daily Ritual, Perfected. Experience the Soul of Italian Espresso.
• •From the heart of Italy to your cup. Each Segafredo bean carries generations of passion and the promise of an unforgettable coffee moment. What does your Segafredo ritual look like today? #SegafredoZanetti #ItalianEspresso #CoffeePerfection #MorningRitual
• •Discover [Blend Name], a testament to our heritage. Expertly crafted from the finest beans, this blend offers a [describe taste profile - e.g., rich, velvety body with notes of dark chocolate and toasted almond]. It’s more than coffee; it’s an invitation to savor the true taste of Italy, every day.
• •Rekindle Your Passion: A Special Offer on Your Favorite Segafredo Blends.
• •At Segafredo Zanetti, coffee is more than a beverage – it's a cherished tradition, a moment of connection. We pour our Italian heritage and decades of roasting expertise into every bag, ensuring each sip is smooth, flavorful, and authentically Segafredo.