Landor & Fitch rebrands De’Longhi Group

Domestic appliance manufacturer, De’Longhi Group, worked with global brand agency Landor & Fitch to develop a new brand that would help maintain the business’ leading spot on the coffee machine market.

The challenge was to start from a strategic rebrand of its positioning, and translate it into a solid and consistent identity that could be modular and adaptable worldwide.

“Our strategic challenge was to give De'Longhi an authoritative and unmistakable role within the crowded coffee market. In the assessment phase, we discovered that quality in coffee perception is mostly tied to the beans, and no one talks about how the transformation process is vital to obtain a perfect coffee. So, we started from this insight to build out the new De'Longhi brand identity and narrative,” says Antonio Marazza, general manager at Landor & Fitch Milan.

The brand's motto ‘Better Everyday’ inspired the Landor & Fitch team to create something unique for each customer, in line with De’Longhi’s aim to transform any home experience into moments of pleasure. This brand strategy, focused on the ‘magic’ inside the coffee machine, led to ‘The Art of Transformation,’ a concept which was conveyed through visual elements across all of De’Longhi’s content and channels.

Together with Subdivision Studio, Landor & Fitch also helped develop static and motion 3D library to promote ‘The Art of Transformation’ across different touchpoints, including social media. The creative ideation behind this content championed ‘The Abstract Consistency’, a way to emphasise and make a concrete process fascinating.

“This rebrand represents the very heart of what we do and believe in – making everyone's everyday life better. Our partners at Landor & Fitch developed a strong concept and brought it to life through a stunning design, which balanced our heritage with our vision for the future,” says Zeno Adami, global brand director at De’Longhi.