First we tackled cultural alignment with key brand story elements. We applied our brand strategy process to structure the dialog and unite disparate teams in Florence, Italy and Ballard, Washington around the emotional heart of their story.

We emphasized 1:1 in-depth interviews for the qualitative research. First we listened to La Marzocco team members who would be responsible for the growth of the company. Then we talked with current and future customers in both their commercial and consumer markets.

We learned that La Marzocco sets the standard of excellence in their industry. They’re perceived as a trustworthy company that manufactures durable machines. The machines are synonymous with the Third Wave of coffee (a cultural trend they helped to create).

Regarding behaviors and motivations, we learned that the people who buy these machines have amazing kitchens and want their machines to fit their lifestyle. We combined that insight with an emphasis on La Marzocco’s lineage to anchor the messaging and design of the B2C launch.