Established in 1999 in Beirut, Barista is a successful brand of coffee products & accessories. From coffee beans to capsules, machines, accessories and even a coffee academy for baristas, the brand’s broad portfolio targets different audiences and competes with many local and international players. Our years’ work with Barista included revamping their visual identity, packaging & retail presence, reinventing their communication and launching their seasonal campaigns, strengthening their HORECA and trade events’ presence, as well as handling their ongoing digital and social media presence – all based on a detailed market research and focus groups we conducted for the brand, upon which we developed its strategy and new positioning.
Barista was a “multi-products” convenience brand. Our aim was to make it a brand with convenient product lines. Starting from this goal, we reworked the brand strategy, focused on developing its personality and essence to make it relatable to its target audience.
We then took on to revamping its visual identity and uplifted the packaging of the full range, including the coffee machines packaging, capsule packaging, pods, ground coffee and many others. We also went on to come up with names for the new products, such as the Ora machine and Colpo cups.
The retail and POS presence were our next assignment. We designed planograms for the brand’s presence in major supermarkets and made sure the products stood out visually on the busy shelves. We then drew the full on-ground customer journey of Barista’s newly opened showroom, taking the customers on a full experience from the moment they step in it, to how they reach the tasting counter, where they see the machines and how they shop for their capsules. We branded the walls, designed the displays and the outdoor banners indicating that the showroom is opened.
The results of our market research clearly gave us 2 major insights: 1, coffee drinkers are loyal to the brand they love and rarely change it. 2, they describe their cup of coffee as “a personal and intimate moment of peace” that will prepare them for the rest of their day. The social media strategy was then drafted based on these insights, and aimed at building relatability and an emotional connection with our audience.
We scheduled bi-monthly content shoots and built a lifestyle library, artistically directed to have soft and romantic undertone colors and where the brand is always portrayed as a great addition to our audience’s day. We also worked with foodies to develop video content recipes where a Barista espresso shot is a main ingredient.
At a time where people were in total lockdown, due to the COVID-19 global pandemic, uncertain about the future and spending more time online to distract themselves, we wanted to build a strong connection with our audience by addressing the feelings everyone was having and hoping to inspire them to look forward to a better future. Despite all the logistical limitations brought by the lockdown, we were able to shoot and produce an emotional film that put the brand at the forefront of the conversation that was happening online.