Building a comprehensive brand, product architecture, and sensory visual identity inspired by Italian coffee mastery.
Entering a crowded coffee category where consumer trust is overwhelmingly tied to legacy European heritage.
As consumer demand for high-quality whole-bean and ground coffee expands, trust in the category remains deeply tied to European roasting traditions and product craftsmanship. To establish an immediate leadership position, the brand needed a comprehensive identity system that communicated uncompromised quality, rich heritage, and premium appeal from day one.
Poetti partnered with Mildberry to develop a complete consumer brand ecosystem from the ground up. The objective was to create a distinct positioning, master brand architecture, and visual identity that could support both everyday and premium product lines, while scaling into experience-driven channels like HoReCa, branded cafes, and vending networks.
Creating the Poetti master brand, developing sub-brand platforms, and developing a sophisticated visual identity.
Mildberry established a cohesive brand structure that seamlessly bridges retail products with out-of-home coffee experiences.
We crafted the Poetti name and visual identity around the concept of coffee mastery inspired by Italian culture. The logo features script typography paired with a Venetian winged lion symbol, representing strength, leadership, and heritage. The overall visual style uses artistic, theatrical framing across touchpoints to build an atmospheric narrative around each blend.
We organized the retail portfolio into two distinct sub-brands to simplify shelf navigation and cater to different consumption occasions. Poetti Daily: formulated as an energetic source of daily momentum, featuring approachable classic blends (Arabica, Mokka, Classic Crema) with vibrant packaging designed for busy everyday routines. Poetti Leggenda: positioned as a hedonistic, premium collection under the tagline "Best coffee moments." Featuring sophisticated blends (Original, Oro, Ruby, Espresso), each variant is distinguished by a refined color palette highlighting specific flavor nuances.
We extended Poetti beyond retail packaging to serve as an umbrella brand for coffee corners, vending networks, cafes, and professional HoReCa solutions. To elevate the physical brand experience, we designed custom glass and ceramic drinkware tailored to the distinct personality of each sub-brand.
A highly recognizable brand that rapidly established a strong presence across major retail networks and digital marketplaces.
Mildberry delivered a complete, scalable brand identity and strategic architecture that positioned Poetti as a major player in the coffee category. The flexible brand structure enabled rapid expansion across national retail, e-commerce, and out-of-home channels, establishing a foundation for ongoing innovation and community building.
