Background
Ascaso is a storied espresso machine brand rooted in Italian craftsmanship. The challenge was to refresh the brand and packaging to appeal to contemporary coffee lovers while honoring its artisanal legacy.
Ascaso Espresso — Brand & Packaging Redesign
Heritage-rich identity and packaging system built for shelf impact, social, OOH, and audio (Spotify/radio).
Background
Legacy espresso brand seeking a modern, premium system without losing craft and heritage.
Role
Lead Designer — identity, packaging, OOH/social toolkit, Spotify/radio edits, production specs.
Outcomes
+30%
Retail interest
1.7×
Social saves
-25%
Shelf confusion
Strategy
Build around craft, warmth, ritual. Palette of coffee browns, brick red, and cream. Serif for headlines, clean grotesk for utility. Tactile packaging (matte + emboss + optional copper foil) and a campaign toolkit that scales across shelf, posters, social, and audio.
Packaging System
Posters & OOH
Spotify & Radio
:30 “Morning Ritual” (Radio)
SFX: grinder, kettle, steam wand. VO (warm): “Every cup tells a story of craft…” CTA: “Find your ritual with Ascaso.”
Static + companion; swipe to product page/store locator.
Elevated shelf presence and cohesive storytelling across channels—rooted in craft, designed for today’s espresso culture.
Ascaso Espresso
Brand & Packaging Redesign
Crafting a rich, heritage-inspired identity that honors tradition while embracing modern espresso culture.
Problem
The existing packaging lacked a clear emotional connection and didn’t effectively communicate the brand’s premium quality and heritage in a saturated market.
Solution
We crafted a warm, earthy color palette with deep browns, brick reds, and cream tones. Elegant serif typography was paired with custom iconography inspired by espresso machine details, while packaging structure was refined for premium tactile quality.
Packaging Details
Packaging details include embossed logos, matte finishes, and subtle nods to espresso craftsmanship, ensuring every touchpoint feels premium and authentic.
Textures & Materials
Carefully selected materials and tactile finishes reinforce the brand’s narrative, combining sustainability with luxury to elevate the consumer experience.
The revitalized brand boosted Ascaso’s shelf presence and customer engagement, increasing retail interest by over 30%. It struck a balance between heritage authenticity and contemporary luxury, resonating deeply with coffee connoisseurs.
Moodboard & Process
Ascaso Espresso
Background
Ascaso is a storied espresso machine brand rooted in Italian craftsmanship. The challenge was to refresh the brand and packaging to appeal to contemporary coffee lovers while honoring its artisanal legacy.
Problem
The existing packaging lacked a clear emotional connection and didn’t effectively communicate the brand’s premium quality and heritage in a saturated market.
Solution
We crafted a warm, earthy color palette with deep browns, brick reds, and cream tones. Elegant serif typography was paired with custom iconography inspired by espresso machine details, while packaging structure was refined for premium tactile quality.
Packaging Details
Packaging details include embossed logos, matte finishes, and subtle nods to espresso craftsmanship, ensuring every touchpoint feels premium and authentic.
Textures & Materials
Carefully selected materials and tactile finishes reinforce the brand’s narrative, combining sustainability with luxury to elevate the consumer experience.
The revitalized brand boosted Ascaso’s shelf presence and customer engagement, increasing retail interest by over 30%. It struck a balance between heritage authenticity and contemporary luxury, resonating deeply with coffee connoisseurs.
Moodboard & Process
Social System
Carousel
Recipe cards, step-by-step prep, origin spotlights.
Story Toolkit
Animated crema stripes, polls, swipe-ups.
UGC Prompts
#MyAscasoRitual with weekly maker features.