Brand Tone

Authentic & Passionate, Expert & Informative, Traditional yet Evolving, Quality-Focused, Approachable & Encouraging

Brand Values

• •Heritage & Tradition
• •Authenticity
• •Quality & Craftsmanship
• •Innovation
• •Customer Empowerment & Support
• •Passion for Coffee

Best Practices

• •Embrace the Heritage: Always weave in the story of Italian tradition, Achille Gaggia, and the pursuit of the perfect espresso. This is a core differentiator.
• •Speak with Authority, but Approachably: Share expertise confidently, but ensure the language is accessible and encouraging, especially for those new to home espresso. Avoid overly technical jargon where simpler terms suffice.
• •Highlight Quality and Craftsmanship: Emphasize "Made in Italy," the quality of materials, and the resulting authentic espresso with its signature "crema naturale."
• •Balance Tradition with Innovation: Showcase how Gaggia honors its past while embracing technological advancements to improve the user experience and coffee quality. Use phrases like "continuously evolving tradition."
• •Focus on the Experience: Go beyond product features to describe the ritual, the passion, and the satisfaction of creating and enjoying café-quality coffee at home. Connect with the "La Dolce Vita" (the sweet life) aspect.

Social Perception

Customers generally praise Gaggia for the quality of its machines, especially iconic models like the Gaggia Classic Pro, for their durability, repairability, and the quality of espresso they produce. The brand is often seen as offering good value for money, particularly in the entry-level and prosumer segments. The "Made in Italy" aspect resonates well.

Copy Examples

• •Gaggia: 85 Years of Italian Passion in Every Cup. Since Achille Gaggia revolutionized espresso in 1938, our mission has been clear: bring the authentic taste of Italian café culture to your home. Experience the tradition, taste the quality.
• •Your Journey to Perfect Espresso Starts Here. Unlock the secrets of true Italian espresso with Gaggia. From our user-friendly automatics to our classic manual machines, we provide the tools and support you need to master the art. Explore our range and begin your adventure today.
• •Crafted in Italy. Perfected for You. Gaggia espresso machines combine timeless Italian design with cutting-edge technology. Built with passion and precision, each machine is an invitation to savor the rich, crema-topped espresso you deserve. Elevate your coffee ritual.
• •The Gaggia Classic Evo Pro: Legendary Performance, Evolved. Building on a legacy of excellence, the Gaggia Classic Evo Pro delivers professional-grade espresso with the reliability you trust. Experience the evolution of an icon and taste the difference tradition makes.
• •More Than a Machine. It's a Gaggia. Join a community of passionate home baristas who choose Gaggia for its unwavering commitment to quality, authentic Italian espresso, and enduring craftsmanship. Discover why Gaggia has been the heart of great coffee for generations.