At the core of the work was compression. Naturalness, quality and enjoyment moved to the centre of the communication for the first time, carried by a new claim: the Barista’s choice. Colour world, logotype and product silhouette were deliberately kept, so the existing brand awareness was never at risk — a precise evolution of the identity rather than a reinvention. Packaging was radically reduced: the previous design tried to tell too many stories at once, so every visual element was simplified until order, quality and enjoyment became intuitively legible. The website followed with a purpose-built split-screen concept that invites exploration without burdening casual visitors. Beyond design, we ran organic and paid social, crosschannel campaigns and email marketing — at measurably lower marketing costs.