La Marzocco
La Marzocco manufactures high-end espresso machines and for 90 years they sold only to cafés. As a key member of their agency partner, I helped renew their brand’s focus and expand their cult loyalty to a new market segment: consumers.
The Linea Mini is a kitchen-sized version of the Linea Classic, a machine loved by thousands of professional baristas and the heart of your favorite cafés. For the product launch, bright yellow was used throughout digital and print media to help distinguish it from the other home machine, the GS3.
For La Marzocco's first packaging system, a box-within-a-box was created to heighten the Linea Mini consumer experience. Using bold and simple graphics, the inner box also reinforces the history and origins of the brand.
During the form-factor phase, several considerations were explored to allow for retail merchandising as well as easy load and unload features.
Although the following ideas failed to make the cut, they offer a glimpse into the range of concepts explored for the Linea Mini packaging. The themes ranged from Italian culture and travel to the craftsmanship and story behind the machines.
