CUSTOMER: FreezaCaffè;

PROJECT TITLE: Design of the definitive packaging for the FreezaCaffè company;

COMPANY INFORMATION: Founded in 1933 by Francesco Freeza, FreezaCaffè produces and sells worldwide a unique blend of high quality coffee made up of nine types of pure Arabica. From the balance of these ingredients from South America, Central America, India and Africa, comes the unmistakable Freeza taste, always constant in every cup, wherever you drink it;

COMPETITORS: The brands of high positioning coffee (Nespresso, Illy, Kimbo, Chicco d'Oro);

REQUEST: What FreezaCaffè asks is the creation of a graphic that is part of the wider project of repositioning the brand.

GOAL OF THE PROJECT: The repositioning aims to open the Freeza world to people, communicating how the company gives small moments of beauty and poetry to everyday life, through continuous research of the perfection of the coffee blend, of sustainability, through support and close connection with art. This, in a nutshell, is the meaning enclosed by "Live Happy Freeza", the new pay-off that will sign the new Freeza campaigns;

DESCRIPTION OF THE PROJECT: The graphics must be of typographic type, therefore there will have to be some real shots. Reworking and compositing (= combination of visual elements from separate sources in single images are allowed, often to create the illusion that all these elements are part of the same scene - source: Wikipedia). The shots must be original, ie made by the author. It is important to consider that graphics want to develop as an artistic project and not as an ad-hoc and ad-hoc advertising. All graphics must contain the Freeza logo;

VALUES TO COMMUNICATE: The value that drives the brand is the pursuit of perfection, that is the passion for excellence, understood as love for beauty and well-made, and ethics, understood as a construction of value over time through sustainability, transparency and the enhancement of people;

TONE OF VOICE: The mood around which all the photographic projects will have to develop is that of "Live Happy Freeza", or "moments of daily poetry" that make life happier / more intense. If looked at from the right perspective and lived with the right intensity, every moment can turn into a moment of revelation: poetry, joy, suspension / relaxation, intense pleasure;

RESOURCES TO USE AND CHARACTERISTICS TO REMEMBER: Logo FreezaCaffè

TARGET: Italian market where Freeza has a strong presence but to be strengthened;

PRODUCT FORMAT: .jpg o .pdf in high quality.