We accompanied ascaso in its brand transformation process. Together with the Azkoyen Group company specialising in the manufacture of high quality coffee machines, we carried out a comprehensive branding project. The project ranged from strategic reflection to define a new positioning and a new narrative, to a change of visual identity.
We started the project with an in-depth consultancy work. A diagnostic phase to dive into the corporate culture of the brand, analyse its essential statements, investigate the competition and the context of the sector in order to find the gaps in the market and ascaso's differentiation.
Uniqueness and guarantee are two concepts that should mark the organisation's strategy. ascaso is different in its origins and also in the way it is manufactured. The commitment to sustainability and innovation allows the company to swim in a blue ocean and anchor its brand territory under two differential binomials: we are sustainably non-conformist and originally innovative.
Then to the question "Why choose ascaso?" we find a clear answer: ascaso is for those who are moved by beauty, who feel aesthetics is an attitude and who are inspired by originality and authenticity. Under the statement "Feel the magnificent" it is argued that ascaso is part of the lives of those who appreciate the authentic, perceive the unique and feel the magnificent.
Based on the brand strategy, we build four fundamental values that reflect the organisation's corporate behaviour and highlight its essence. Firstly, quality as the aroma that permeates each project. The culture of design, to speak of its origin, Barcelona, and as a sensitive look that guides the good work. The authenticity represented through the essence of living authentically, sharing ideals, experiences, connections and also flavours, such as coffee. Our balanced commitment reflects harmony between tradition and innovation, precision and creativity.
The company's unique proposition on the market.
Because ascaso is not for everyone. Its coffee machines are for souls who are sensitive to beauty and discerning when it comes to quality. For true coffee lovers who appreciate things well done. This brand claim communicates the luxury of discreet exclusivity.
That is why in its construction, we use elements that help us to make an impact on them.
We created a colour palette that alludes to the brand's universe, its origins, its city, its streets, its sea, its sunsets, its mountains, its culture and art, its lights, its most authentic sense of itself. This is how colours such as Miró Bright Blue, Panot Green Grey or Mediterráneo Sky Blue were born.
In addition to the flower panot on the tiles, a very recognisable symbol that speaks of a place, a personality and an origin. This graphic element locates us in territory and identity and links the brand with its home. This resource works on different supports and serves as a distinctive seal of ascaso's guarantee.
With clean lines, we value simplicity, which becomes sophistication and elegance. Moreover, our permanent commitment to coffee tradition and constant innovation obliges us to stay between two worlds: tradition and avant-garde. The shapes and lines evoke a classic yet modern aesthetic. Finally, we take the exclusivity and neatness of craftsmanship and elevate it, taking our visual universe to a level of refined modernity.
We highlight the use of a series of technical illustrations in the graphic system, where through the silhouettes, we represent a core design, artisan and minimalist.
Different elements that we use in more technical supports that help us to identify the product in a more minimalist and subtle way, without forgetting the importance of the expository character of the product per se.
We helped ascaso launch the new brand to the world, generating its first communication materials. We designed the new website, showing how the identity and its different graphic resources are built to behave in digital environments.
We also designed a catalogue that goes beyond the visual, an idea that transcends the format and materialises ascaso's purpose. A piece that encapsulates the essence of the brand and invites us to stop: to pause, to enjoy, to reflect. Throughout it, we find different moments of pause accompanied by sensorial elements that enrich the experience of having a coffee.
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