Brand Tone

Authentic & Traditional, Premium & Quality-Focused, Passionate & Sophisticated, Engaging & Aspirational, Global & Professional

Brand Values

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

Best Practices

• •Embrace "L'Arte del Caffè" (The Art of Coffee): Consistently use language that reflects passion, craftsmanship, and the sensory experience of coffee. Words like "aromatic," "robust," "velvety," "handcrafted," "authentic," and "tradition" should be staples.
• •Highlight Italian Heritage Authentically: Ground the brand in its Italian roots without resorting to clichés. Reference the "true Italian espresso," the "culture of coffee," and the brand's role as an "ambassador."
• •Speak with Sophistication and Warmth: Combine an elevated, quality-focused vocabulary with an inviting and approachable tone. The copy should feel premium yet welcoming.
• •Focus on the "Segafredo Moment": Encourage user association and emotional connection by framing the coffee experience as a special, personal ritual. Use calls to action like "Create your #SegafredoMoment."
• •Maintain Visual and Verbal Cohesion: Ensure that the copywriting style aligns with the brand's visual identity (rich, warm, often showcasing the coffee itself or Italian-inspired scenes). The language should evoke the same feelings as the imagery. A style guide that includes key messaging points, approved terminology, and a defined voice will be invaluable.

Social Perception

Positive Association with Italian Coffee, Reliable Quality, Strong in Foodservice, Growing in Retail, Recognizable Global Brand, Aspirational but Accessible

Copy Examples

• •Segafredo Zanetti: Your Daily Passport to Authentic Italian Espresso. From the heart of Italy to your cup, experience the passion and tradition that make Segafredo Zanetti the true ambassador of Italian coffee culture. Taste the difference heritage makes. #ItalianEspresso #SegafredoMoment
• •Crafted with Passion. Savored with Joy. Each Segafredo Zanetti bean is a testament to generations of coffee expertise. Meticulously selected and artfully roasted for a consistently rich, aromatic, and unmistakably Italian coffee experience. Elevate your coffee ritual.
• •The Barista’s Choice, Now in Your Home. Trusted by professionals worldwide, Segafredo Zanetti brings the soul of the Italian café to your kitchen. Discover the robust flavors and velvety crema that define a truly exceptional espresso. What will your #SegafredoMoment be today?
• •More Than Coffee. It's a Culture. Segafredo Zanetti isn't just about a morning boost; it's about embracing a lifestyle. A moment of pause, a rich aroma, a taste of Italy. Join a global community that appreciates the art of fine coffee.
• •Unlock the True Taste of Italy. With Segafredo Zanetti, every sip is an invitation to experience the authentic, vibrant spirit of Italian coffee. From bold espressos to smooth, balanced blends, discover your perfect Italian escape.