Dedica
Background
De’Longhi is a global coffee authority. Born from Italian passion and craftsmanship, its collection of fully automatic and pump espresso coffee machines brings the world of coffee to our homes. Discover the bean-to-cup journey with De’Longhi.
The Brief
- To give new life to the Dedica Family Line along with the new launch of Dedica Metallics; and
- To express a personality to each colour in the range.
Dedica
Background
De’Longhi is a global coffee authority. Born from Italian passion and craftsmanship, its collection of fully automatic and pump espresso coffee machines brings the world of coffee to our homes. Discover the bean-to-cup journey with De’Longhi.
The Brief
- To give new life to the Dedica Family Line along with the new launch of Dedica Metallics; and
- To express a personality to each colour in the range.
Dedica
Background
De’Longhi is a global coffee authority. Born from Italian passion and craftsmanship, its collection of fully automatic and pump espresso coffee machines brings the world of coffee to our homes. Discover the bean-to-cup journey with De’Longhi.
The Brief
- To give new life to the Dedica Family Line along with the new launch of Dedica Metallics; and
- To express a personality to each colour in the range.
The Solution
Profiling of Target Audience
The Dedica line is a semi-automated pump espresso coffee machine. Its compact size and variety of bold and muted colours speak to a younger audience – first-time coffee machine buyers and/or first-time home buyers. Aesthetics and practicality greatly influence their purchase decision.
The Solution
Concept
Each colour was profiled individually. To spark a connection, we appealed to the consumers’ lifestyles – their love for coffee, their beautiful homes, and their go-to activities. Beyond a coffee machine, Dedica has become a representation of the owner’s exquisite taste.
The individual key visuals have a second purpose. They served as mood boards for Dedica’s social media campaign, ensuring that the visual identities follow through in the influencers’ postings.